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    'Urban Fresh, by Jewel' Debuts in Chicago

    The Supevalu retail division said its new smaller format store in the trendy Lincoln Park neighborhood complements its larger traditional units in the market.

    Supervalu banner Jewel-Osco on Thursday opened its first "Urban Fresh, by Jewel" store, in Chicago's Lincoln Park neighborhood. Geared toward on-the-go professionals and time-sensitive commuters, Urban Fresh emphasizes pre-made meals and sandwiches, desserts, fresh produce, meats and seafood, and grocery staples.

    The 16,000-square-foot concept store, at 1910 N. Clybourn Ave., also offers a selection of about 400 wines, 200 of which are said to be unique to the neighborhood. Six of its 10 checkouts are self-service units.

    When plans for the new store were unveiled this past summer, Keith Nielsen, president of the Melrose Park, Ill.-based Supervalu subsidiary, said, "We hope to learn as much as possible from the effort, paying close attention to customer feedback, so we can deliver the best experience for our shoppers."

    The store is on the site of a unit of the now defunct Sunflower Market format, one five of Supervalu's Sunflower locations that were closed earlier this year, and were conceived as value-oriented organicnatural food stores.

    Jewel operates 32 stores in Chicago and 183 in Illinois, Iowa, and Indiana.

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