Business & Finance

New Brunswick’s Key Food Supermarket to Change Name

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New signage on the Wellness Plaza building. Credits: City Hall
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NEW BRUNSWICK, NJ — The supermarket in the Wellness Plaza will no longer run under the name Key Food.

While ownership remains the same, the grocery store will become known as SuperFresh. The company has already installed new signage on the downtown building, on the corner of Kirkpatrick and French streets, near New Brunswick’s train station.

Key Food Stores Co-Operative reportedly bought the SuperFresh brand from the bankrupt A&P grocery company about a year ago.

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As a result, Key Food plans to rebrand all of its New Jersey stores under the SuperFresh banner, according to the city.

The New Brunswick location’s “quality and selection” will remain the same, according to the city.

It’s unclear if the rebranding process will cause the store to temporarily close for renovations. A representative of Key Food couldn’t immediately be reached this morning for comment.

New Brunswick’s spokesperson said she isn’t aware of any pending downtime for the store. The market was open yesterday as workers installed new signage.

SuperFresh plans to hold a ceremony in the spring, according to the city.

This isn’t the first change to affect the downtown site.

The space’s original occupant, The Fresh Grocer, reportedly struggled to turn a profit in the Hub City and was shuttered in May 2014. That closure came less than two years after the supermarket’s November 2012 ribbon-cutting.

Key Food moved into the building in August 2015, filling a void that spanned more than a year.

Whatever its name, the downtown supermarket is a step forward for New Brunswick. According to a city announcement from 2012, the business was touted as a job creator and the neighborhood’s first “full-service” supermarket in 20 years.

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