Whole Foods Market says it is introducing 141 staple “UK-favourite” brands into its seven London stores.

An initial 180 SKUs will hit shelves this month, including Kellogg’s Cornflakes, Twinings English Breakfast Tea, Tropicana Orange Juice, Hobnobs, Activia Yoghurt, Marmite, Ambrosia Rice Pudding and Heinz Spaghetti hoops and Ben’s Original Microwavable Rice. 

The move is being seen as a way for the premium natural food retailer to offer more affordable points of entry, along with the familiarity of household brands.

Whole Foods says that all of the products have passed its in-house quality food standards, which prohibit over 230 preservatives, flavours, colours, sweeteners and other ingredients commonly found in food.

Jade Hoai, director of purchasing and distribution, commented: “We are constantly reviewing our offering at Whole Foods Market to ensure we are providing our customers the best experience possible. We want to ensure we remain a trusted location for shoppers to come and do their weekly shop, knowing that all products in-store have passed our rigorous quality standards. 

“All products will be competitively priced with major retailers, allowing customers to come in-store and shop their favourite, household brands and still leave with a value-led basket of quality products.”

Retail pricing on the products highlighted on the Whole Foods Market website shows that some are at, or below, supermarket (Tesco) pricing, but that the majority are around 20-30% higher.

Main image: Whole Foods Market web page announcing then launch of 141 staple “UK-favourite” brands into its seven London stores.