Simply Fresh has launched a new consumer-facing website, designed to encourage consumers to engage with wholesome food and healthy eating.

The new site at contains pictorial links to many artisan and local food producers that supply Simply Fresh stores, as well as a selection of recipes using fresh and healthy ingredients. Eventually, the group aims to have a searchable database of 5,000 recipes on the site, and consumers can set up their own bespoke range of recipes to suit a particular diet or taste.

The site also features a store finder gallery and details of the special offers currently running throughout the Simply Fresh estate. A satellite site designed for retailers will be available shortly.

Simply Fresh director Kash Khera told C-Store: “We wanted to make the first page as simple as possible so that visitors can find their way around quickly. Our last website was more about recruiting retailers but this is much more about how Simply Fresh brings good food to the consumer.”

A smartphone app enabling shoppers to have a bespoke and personal experience of shopping at Simply Fresh is currently in development.