If you love the Whole Foods experience, but can't take the prices, you're in luck.

Whole Foods announced Wednesday that the grocery brand would launch a new, lower-priced chain to "cater to a new generation of shoppers."

According to USA Today, the announcement was made when the company released its second quarter earnings report. Whole Foods has lost some traction lately as its bread and butter - organic foods - have caught on nationally and are now sold in grocery stores everywhere.

The new stores will have a "modern, streamlined design, innovative technology and a curated selection," said Co-CEO Water Robb.


The plan is for the stores to start opening next year.