New No Frills format as 200th store opens in Ontario

Discount supermarket chain No Frills has opened its 200th location in Ontario.

Sheldon’s No Frills opened at 2 Windsor Drive in Brockville in eastern Ontario last Thursday, marking the milestone.

Loblaw, which owns No Frills, said in a press release that it follows a new format, with a “modern take on the traditional warehouse-style store, while maintaining the efficient, value-driven model that helps keep prices low.”

It features an “innovative hybrid timber and steel design.”

“As Ontario’s 200th No Frills store, Brockville represents an exciting moment in the growth of our banner and the future of discount grocery,” said Jennifer Teixeira, SVP of No Frills operations.

“We know value matters more than ever, and customers shouldn’t have to choose between affordability, quality and a great shopping experience. This new format allows us to deliver the low prices No Frills is known for in a space that feels fresh, warm and welcoming.”

The new look for new and remodelled No Frills stores was previously unveiled by Loblaw, and drew controversy online amid high grocery prices.

The Brockville store has a “wide selection” of groceries, including ready-to-eat meals, rotisserie chickens, and freshly baked goods, the release said.

Loblaw said it has led to the creation of 120 jobs.

“Opening this No Frills in Brockville is an incredible milestone, both personally and for the No Frills brand,” said store owner Sheldon Veenstra.

“This area has always felt close to home for me, so it’s a real privilege to bring something new to Brockville, create local jobs, and build lasting relationships in the community for years to come.”

The store is open daily from 7 a.m. to 9 p.m.

Images via Facebook / No Frills (Sheldon’s, Brockville)

— With files from Ryan Rumbolt