Simply Fresh will open its 40th store next month, in the Birmingham suburb of Boldmere.

Owned by business partners Mandeep Bains and Rupinder Sanghera, the store will employ 10 local people and stock a wide range of local goods.

The pair invested just over £200,000 in the store, which will hold a grand opening with free samples of fresh, locally-sourced food and drinks.

They also intend to run a healthy eating initiative with a local school.

“With all the recent food related issues in the convenience sector and health concerns, we think Simply Fresh with its fresh, organic approach is the future of food retailing,” Mandeep said. “We’re excited for the launch and to get the whole community involved.