By Dan Ochwat
Source: Store Brands

Raley’s has quickened the expansion of its health-focused Raley’s O-N-E format, bringing the total count of stores with the format to three after unveiling its second new store in as many weeks. The latest store is in Reno, Nevada, joining two other stores in its home state of California.

The market is dedicated to providing organic and healthy items, including store brand products under the Raley’s, Raley’s Purely Made and Nob Hill Trading Co. lines, as long as they don’t contain ingredients from the retailer’s “banned ingredient list,” such as high-fructose corn syrup, artificial preservatives, artificial flavors, artificial sweeteners and hydrogenated fats and oils, a spokesman for the retailer previously told Store Brands.

The Reno store and second California store in El Dorado Hills both are conversions, updating a preexisting Raley’s store into a Raley’s O-N-E design. The format is a symbol of what Raley’s has been striving toward the last five years including the removal of private label sugar-sweetened sodas, removing tobacco products, sourcing 100% sustainable fresh seafood, implementing Better-For-You check stands, promoting awareness of added sugar and launching Raley’s Shelf Guide.

The shelves of the new format are stocked with items that only fit the healthy standards of the store, including fresh, nutritious, organic, minimally processed, sustainably sourced and free from ingredients. To reach this goal, the retailer brought in about 4,200 new products to run alongside nearly 12,000 healthy items.

The stores include coffee from Stumptown Coffee Roasters, specialty toasts and an organic juice bar serving fresh pressed juices, wellness shots, smoothies and acai bowls. Fresh foods like hearth-baked pizzas and sandwiches, freshly prepared sushi and poke bowls made with 100% sustainable seafood and artisan baked goods with clean ingredients are also available.

The format also has introduced a new feature to the Raley’s loyalty program, including the Something Extra Health program that features a registered dietitian to consult, classes, store tours, personalized supplement recommendations and more. In the physical store itself, a Something Extra Gather room was added with audio-visual capabilities and can be used for free by Something Extra members in the community. Store team members working in the O-N-E format receive initial training from Yvette Waters, MS, RDN, CISSN, Raley’s nutrition strategist and brand influencer. They also receive ongoing education from the store’s designated nutrition advisor to support their understanding of the department standards and assist customers in personalizing their shopping experience.

“In line with our purpose of changing the way the world eats, one plate at a time, we are proud to have expanded the Raley’s O-N-E Market banner into Nevada,” said Keith Knopf, Raley’s president and CEO. “This store conversion was a purpose-driven decision inspired by our desire to help people live healthier, happier and more fulfilled lives.”

A fourth location is expected to launch next spring in Roseville, Calif.