SimplyFresh is an on-trend grocery store concept focusing on authentic, healthy products anchored by an award winning own label range of products. Foodservice counters are featured in many of its stores. The stores include a core range of branded grocery lines and cater for a broad set of consumers; whilst the brand is focused on food ingredients and food counters; a relatively new focus is in-store dining. This enables SimplyFresh to capture that all important out of home eating mission within out tailored environments.