Whole Foods Market is opening its first store outside North America in London tomorrow and plans hundreds more in Britain and across Europe.
The organic and natural food chain's store will be housed in Britain's largest supermarket, at 80,000 square feet, on Kensington High Street. It is the largest of the chain's nearly 200 stores.
Co-President Walter Robb said Austin, Texas-based Whole Foods was coming "humbly" to Britain, where it saw "tremendous potential".
Whole Foods' opening coincides with growing demand for organic and natural foods. Recent research showed that more than 60 per cent of British shoppers buy at least one organic item a week.
It sells fresh fish, vegetables, yoga mats, body lotion and peanut butter customers can grind at the store without artificial sweeteners, colourings, additives or preservatives.
