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BOSTON - Bread & Circus, a natural-food chain in Massachusetts, is dropping its name and adopting the identity of its parent company, Whole Foods Markets, the Boston Globe reports.
Within the next 10 days, signs will be changed, and 12 Bread & Circus stores in Massachusetts will be known as Whole Foods Markets.
"In Boston, we don't get the benefit of our national advertising" because not everyone knows that Bread & Circus and Whole Foods are the same company, said Northeast regional president David Lannon.
Whole Foods Markets purchased the chain in 1992.