FreshCo is the No Frills of Sobeys. What's nice is that there's not just one colour scheme, and the feel of it is the old smaller grocery store that we used to have, before they started getting bigger and bigger.
The produce and prices here are low and clearly marked. The best part? The bulk section.
However, take note that there was a sale on 400g of almonds for $2.99, where as every 100g of the bulk section was $1.99. HMMMM.
The layout is different from the regular grocery store. The produce comes first, then an entire section for breads. What is really missing in the store, that Loblaws does well depends on the location, is the availability for all natural/organic or gluten free foods. I didn't see much here.
I believe you can also use your sobey's compliments card here as well.