“Gluten Free Retail Tour” will be a regular feature on Gluten Free Retail HQ. We will highlight retailer initiatives in the healthy and gluten free space. First up, we take a look at Phoenix-based Fresh Thyme Farmers Market, which is opening stores fast and furiously these days. Enjoy, and we look forward to your feedback.
Fresh Thyme Gluten Free Retail Tour
Fresh Thyme opened its first store in Mt. Prospect, Ill. in 2014. Since then, the retailer has opened 30 additional stores. Just this past week, Fresh Thyme hosted grand opening celebrations for its two latest stores in Lincoln, Neb. and Mishawaka, Ind. Another unit is set to open in Grand Rapids, Mich. later this month. This brings its store count to 32 locations in about 18 months’ time. Original plans called for a total of 60 stores throughout the Midwest in a five-year span.
The retailer’s mission according to its website: “Fresh Thyme Farmers Market is an exciting, value-oriented, fresh and healthy grocery company which is on a mission to offer natural and organic food at affordable prices in a happy, friendly shopping environment.”
This Gluten Free Retail Tour highlights the kinds of gluten free food finds that shoppers, gluten free suppliers and competitive retailers can expect to find at Fresh Thyme. The featured store is in Worthington, Ohio, which opened in September 2015.
Good-for-You Foods Aplenty
From the moment you step into the store, the product mix and signing screams “healthy,” “natural & organic” and “good-for-you.” Key highlights are locally sourced fruits and vegetables; a huge selection of natural and organic bulk items; grass-fed and organic meats; and over 8,000 varieties of vitamins, supplements and natural body care products. For shoppers with special dietary needs – or healthy lifestyle interests – Fresh Thyme carries a broad assortment of gluten free, dairy free and other “free from” and non-gmo items.
Gluten Free Retail: Bakery
Upon entering the store, an artisan-style bakery is located to the right. Not too unexpected, no “fresh” gluten free bakery is available (unfortunately). From an execution standpoint, there’s likely too much risk of cross-contamination for the retailer – and shoppers with celiac or non-celiac gluten sensitivity (NCGS).
However, a wall of refrigerated cases is situated adjacent to the bakery, featuring three jam-packed doors full of gluten free goodies. The range includes breads, buns, bagels and more from all the gluten free brand stalwarts like Udi’s, Glutino and Rudis. But the real treat is the selection of goods from small-batch bakers. Products range from full-size cakes by Gem City Fine Foods to 4-pack cupcakes by Sweet Ali’s to single-serve cakes and brownies by Dolci di Maria and 3 Fellers Bakery. More than enough to satisfy any gluten free sweet tooth!
Gluten Free Retail: Center Store
While not the core focus of Fresh Thyme, the edited center store (i.e., packaged goods) assortment provides enough variety for pantry-stocking. Gluten free items are immersed into the mix, located side-by-side with their “regular” counterparts. The retailer does a good job of calling out gluten free goods with special shelf tags.
Prices were found to be quite reasonable on most items, especially when compared with pricing at mainstream grocers and Whole Foods. And grand opening sales are usually pretty phenomenal: Enjoy Life packaged cookies 2/$3.00 (regular price $4.39 each); GoPicnic ready-to-eat-meals $3.99 (regular price $4.79); Pamela’s cake mixes $3.99 (regular price $6.29).
Gluten Free Retail: Dairy and Frozen
The dairy and frozen foods departments are predominantly located along the left wall. Again a host of gluten free items are inter-mixed with other products. Dairy items include such specialties as Hail Merry tarts, Immaculate cookie dough and KozyShack puddings. Frozen foods include Amy’s frozen meals, Conte’s pasta and Katz donuts. In addition, there is an impressive assortment of Dr. Praeger’s kids gluten free line.
Key Takeaways
- Fresh Thyme Farmers Market is well positioned to give other natural grocers (e.g., Whole Foods, The Fresh Market, Sprouts) as well as mainstream grocers a run for their money.
- The small-box fresh concept is hot. Fresh Thyme’s entry and expansion in this space is just one more example. Watch as competing retailers try to fend off market share incursions by exploring or acquiring their own small-box convenience and/or fresh formats. Case in point: Recent industry speculation that Kroger could be a potential bidder for The Fresh Market.
- Quickly expanding Fresh Thyme provides an opportunity for specialty suppliers, e.g., gluten free marketers, to gain retail distribution. Big CPGs can ill afford to overlook the small-box convenience format or this high-growth retailer. They represent some of the few remaining retail grocery growth opportunities.