Canada’s Loblaw plans to launch health-oriented store called Nutshell Live Life Well and position itself in price below Whole Foods Market. The concept will include a broad assortment of prepared, fresh and packaged food, a prescription pharmacy, natural health and beauty products. Loblaw says the Nutshell concept will have a community-based and interactive orientation that was more broadly focused on health and wellness.

The first location, a 9,000 square feet store in downtown Toronto’s King Street, is scheduled to open in the fall, the company says. The news comes a month after Texas- based natural supermarket chain Whole Foods Market, which has nine stores in Canada’s British Columbia and Ontario, revealed it was looking to open another 40 or more Canadian locations as part of a larger worldwide expansion.