As the second largest food retailer in Canada, Sobey's is now branching out with a new style of discount Asian supermarket specifically targeting the South Asian market. The 'Chalo FreshCo' locations are being introduced by Sobey's in response to South Asians being the largest and fastest growing populations in all of Canada.
The first Chalo FreshCo recently opened in Brampton, Ontario, taking the form of a 50,000 square foot location that is now recognized as the biggest discount grocery store in Ontario.
Inside the store, there are more than 6,000 international items, including popular Asian food brands, as well as halal and non-halal meat counters. Colorful branding and signage inside the store reflects a worldly influence—for instance, banners read: "Variety. Value. Vah!" referencing "vah!" as the word for "wow!" in Asian cultures.