Fresh The Good Food Market launches new ‘Select’ format

Gerry Dalton, assistant station master and Noel Smith, founder and MD of Fresh The Good Food Market

Retailer takes over former M&S Simply Food store in Dublin’s Heuston station



16 November 2021 | 0

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Fresh The Good Food Market has opened the doors to its latest store in Dublin.

The premium convenience retailer has taken over the former M&S Simply Food in Dublin’s Heuston station.

Fresh was invited by the station operator CIE to create a store that suited the station’s commercial mix and its passenger and local customer profile.

In doing so, Fresh has created a new store format, named ‘Select’. This is built around a curated ‘food for now’ and ‘food for later’ offer.

The new shop features Fresh’s locally made handcrafted sandwiches, pre-packed salads, bakery, snacks and drinks, gifts, flowers, a boutique wine selection, and its own chef prepared ‘food for later’ range of over 30 meals. The meals are produced by Fresh’s team of chefs and are delivered daily from the chain’s city centre production kitchen.

Fresh continues to support its local and Irish artisan supplier base, and has allocated a large part of its range to Irish food and drink products.

Celebrating Fresh’s debut store in a passenger terminal building, the group says the ‘Select’ format can flex to suit any location. Click and collect is also available at Fresh Dublin Heuston on

Fresh is currently in discussions on a further two sites, and is actively looking for additional sites for its Select format.

“I am delighted to see the evolution of the Fresh brand with the launch of our 8th store,” said Noel Smith, founder and managing director at Fresh The Good Food Market.

“We mobilised quickly, getting from concept to completion in just 10 weeks,” he added. “CIE have been very supportive and enthusiastic throughout the project and we are looking forward working with them to serve the Heuston customer.”



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