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Whole Foods Trademark Filings May Hint at New Chain’s Name

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If Whole Foods Builds It, Will Millennials Come?

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Whole Foods Market Inc., which announced plans on Wednesday for a lower-priced chain aimed at millennials, filed a flurry of trademark applications in the past week, potentially giving a clue about the new chain’s name.

The company, which didn’t say what the stores will be called, filed applications for retail grocery services under the names 365, Dailyshop, Clever Egg, Small Batch, Swiftgoods and Greenlife. 365 Everyday Value is already the name of a Whole Foods private-label brand.