Simply Fresh is set to expand its new ‘foodvenience’ small format fascia which focuses overwhelmingly on foodservice and food to go.

Three company-owned Little Fresh stores have launched to date, with at least seven more earmarked for the next few months. All stores will be less than 1,000sq ft in size, with some as small as 200sq ft.

Creative director Davinder Jheeta told C-Store that the symbol group was still testing the model before making it available for independents.

“We’re delighted to launch the Little Fresh brand and really tap into a consumer need. These stores capitalise on the ‘feed me now’ mission. When the consumer is short on time and is unable to shop twice, ‘foodvenience’ can play an important part in shaping the convenience sector,” he said.

“Having identified that this mission was growing in our Simply Fresh stores, we have developed Little Fresh to provide a complete solution and to signify a clear difference in the shopping mission and location.”

Managing director Kash Khera said the new format was inspired by a visit to Hong Kong, where high-profit small stores are commonplace.

Simply Fresh is not yet disclosing the site locations.