FreshCo Ltd. is a Canadian chain of deep discount supermarkets owned by Sobeys. It was launched in March 2010. As of April 2019, there were 98 FreshCo stores. In December 2017, Sobeys Inc. announced plans to re-brand up to 64 stores in western Canada currently under the Safeway and Sobeys names into the FreshCo banner. Until summer 2019, FreshCo used the slogan, "Fresher, Cheaper."