Kroger unveiling new concept in Seattle

A new retail brand called Main & Vine is entering Kroger’s extensive store portfolio soon and it could spell more trouble for Whole Foods and other competitors.

A Web site for the new concept is filled with beautiful photos of fresh products and bills the store as a place, “where eating is healthy, affordable and fun!” The site does not offer an indication of when the store will open other than soon.

A description on the site further describes Main & Vine as, “an awesome new market (really, it’s awesome!) where fresh food comes first and flavor brings people together. You’ll find groceries you can feel good about, friendly advice and a whole lot more…right where you live, work and play.”

Among the product categories offered will be fresh, affordable local produce and meat, a wide selection of local beer and wine and unique culinary experiences and taste adventures with meal made fresh.

Kroger isn’t sharing details about the new store in advance of the opening, but the retailer’s hometown Business Journal offers some addition perspective here.