Food Lion, the US business of Belgian grocery group Delhaize, has opened the first store of a new chain - Bloom - in Charlotte, North Carolina.
Four more test shops will open this year as part of Delhaize's quest to 'identify unique opportunities for growth and develop retail concepts to capture those opportunities'.
Bloom, labelled on its fascia as 'a Food Lion market', embodies a 'new approach to store design, layout and merchandising' according to the retailer.
Innovations include a Table Top Circle near the door, displaying everyday items and home meals; personal scanners for shoppers; and improved customer information provision.
Food Lion runs 1,200 US stores in southeast and mid-Atlantic states.