Sobeys owns FreshCo flyer Ltd., a Canadian network of deep discount grocers. It was first released in March of 2010. There were 98 FreshCo locations as of April 2019.

Sobeys Inc. stated in December 2017 that it will rebrand up to 64 locations in western Canada that were formerly known as Safeway and Sobeys under the FreshCo label.

No Frills (Loblaw Companies) and Food Basics are two of FreshCo’s key rivals in Canada (Metro).
FreshCo’s flyer mission is to provide clients with fresh, high-quality food at low rates in a contemporary shopping environment. By making shop aisles more wide, FreshCo wants to achieve the image of a “well-appointed fresh-format store” or “market vibe,” rather than a discounter with a “price-impact banner advertising the lowest prices in the market.”

To represent the community in which they operate, FreshCo provides a varied assortment of frozen and chilled ethnic goods. FreshCo also features a “Fresh Hall” product section with a range of Ontario cheeses and meats, as well as daily baked items created in neighborhood bakeries. Customers may save money when they shop in the highlight aisle.

FreshCo’s weekly motto was “Fresher, Cheaper” until the summer of 2019. Customers are entitled to a refund if they are dissatisfied with their purchase. FreshCo announced a new slogan in late 2019, “Lowering Food Prices,” claiming to be the cheapest supermarket. They also announced the “Double fresh guarantee,” which promises a refund or exchange if you are unhappy with your purchase.

Chalo FreshCo weekly flyer

In August 2015, Sobeys established their first South Asian-focused FreshCo flyer shop in Brampton. Chalo FreshCo (chalo means “let’s go” in Indo-Aryan languages including Punjabi, Hindi, Marathi, Gujarati, Bengali, and Urdu) bills itself as Canada’s first “desi” grocery store. It is intended to appeal to South Asian customers by bringing a greater range of South Asian items together in one location. The popularity of the store prompted the development of two other stores in Brampton in September 2016 and March 2019, as well as the conversion of the freshly remodeled FreshCo at Westwood Square Mall in Mississauga to the banner in December 2017.

In July, the Chalo brand launched its first stores outside of Ontario, with the opening of two supermarkets in Surrey, British Columbia, in the Newton and Strawberry Hill neighborhoods. Another Chalo, please! In February of 2020, a FreshCo branch in Abbotsford, British Columbia, opened. Chalo now has seven sites, four in Ontario and three in British Columbia. In the Tamarack neighborhood of Edmonton, Alberta, a second store opened in 2021.