Whole Foods Market has unveiled its first plans for new acquisition Wild Oats Markets and has started in the US natural and organic retailer's hometown of Boulder, Colorado.

Under a set of plans announced yesterday (30 August), Whole Foods will launch "Whole Foods Market Express" in Boulder, a new convenience store focused on a "value-oriented product mix [and] grab-and-go offerings".

Other plans will see Whole Foods will permanently lower prices at all 23 Wild Oats Market stores in the Rocky Mountain region and expand a Whole Foods store in Colorado, creating 200 jobs.

Whole Foods' programme seems designed to convince shoppers that its takeover of Wild Oats can lead to lower prices and improved stores.

Last week, Whole Foods succeeded in a fierce legal battle with US anti-trust regulators for the right to buy Wild Oats.

Whole Foods sealed the US$565m deal following the failure of the Federal Trade Commission to block the acquisition on antitrust grounds.