Whole Foods Targets Millennials With New Chain Called 365

The grocery chain takes on Trader Joe's and other millennial-friendly companies with its "fun and convenient" new brand.

Whole Foods has finally unveiled the name of its forthcoming millennial-centric chain of stores: 365 by Whole Foods Market. It's a name that loyal customers will likely warm up to quickly—a reference to the company's existing wallet-friendly line of "Everyday Value" products.