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    Fresh Brands Inc. Opens Piggly Wiggly Prototype Supermarket

    Fresh Brands Inc. on Thursday announced the opening of its new flagship Piggly Wiggly supermarket in Sheboygan, Wis., that will serve as a prototype for the company's future Piggly Wiggly stores and remodeling projects.

    Fresh Brands Inc. on Thursday announced the opening of its new flagship Piggly Wiggly supermarket in Sheboygan, Wis., that will serve as a prototype for the company's future Piggly Wiggly stores and remodeling projects.

    "This store features a totally new concept in grocery store design and is an important component of our consumer-focused, smart-growth strategy to increase same store sales," said Elwood Winn, president and CEO of Fresh Brands, Inc. "By offering a more convenient, more attractive shopping environment, along with our highly-successful
    Preferred Power Pricing marketing and promotional program, we believe we will attract more shoppers."

    "The store design was derived from a series of out-of-market studies and research both nationally and internationally. The most significant elements incorporate a fluid shopping design focused on a 'fresh
    market' approach to departmental merchandising. The creation of these departments, accented by a circular design and natural lighting, create a unique boutique store-within-a-store shopping experience, particularly in our fresh shopping departments such as produce, meat,
    deli and bakery," said Michael Houser, vice chairman and executive vice president/chief marketing officer of Fresh Brands Inc. "Many of the design and technology advancements used in this store are seen only in the most upscale supermarkets."

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