Name of new Whole Foods chain is a real mouthful

The name for Whole Foods Market's new "streamlined and value-focused brand" is not exactly streamlined.

Slated to begin opening in 2016, the new stores, called "365 by Whole Foods Market," will offer "convenience and everyday low prices on natural and organic products that meet the company's industry-leading quality standards," the company announced Thursday.

Jeff Turnas, a 20-year Whole Foods Market veteran, will serve as president of 365 by Whole Foods Market and will be based at the company's headquarters in Austin. Turnas has held various leadership positions on both the product and operations fronts, including president of the company's North Atlantic Region, and most recently as president of its U.K. Region.

"We are excited to introduce 365 by Whole Foods Market to bring healthy foods to even more communities with a fresh, quality-meets-value shopping experience that's fun and convenient," Turnas said. "A modern, streamlined design with innovative technology and a carefully curated product mix will offer an efficient and rewarding way to grocery shop.For the past 37 years, we have built our company by leading with high quality standards and continuous innovation. We are excited for the next evolution to extend our offerings to a broader audience in a way that complements our successful Whole Foods Market brand."

Whole Foods Market currently has 421 stores in the United States, Canada, and the United Kingdom.