HEB to debut new discount format

New York City HEB will debut a new format, a discount supermarket called Joe V's Smart Shop, Supermarket News reported. The debut location, opening on May 5, is in Houston.

The store already has a Facebook page and a Web site (joevsmartshop.com) on everything from fresh produce to top quality meat and “everything in between.”  The promotional tag line is, "Those who know … save big with Joe."