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The Lexington Herald Leader reports that Kroger-owned Ruler Foods - a 50-store value-oriented chain - is testing a new look that focuses on fresh foods, which the company feels will allow it to differentiate itself from pure discounters like Aldi and Lidl.

According to the story, “Two new stores in Illinois have opened with a new floor plan and logo that could become a pilot for the Ruler Foods stores … the stores use a kind of shelving strategy that uses whole opened boxes rather than individually stocked items.”

The test stores “have a new focus on fresh produce, which is now front and center, with greater selection and pricing.
KC's View:
I tend to think that this is a fine line to walk … that bring both value-driven and fresh-focused is hard to do. Not impossible, but hard. It’ll be interesting to see how this test turns out.