Loblaws has noticeably shifted its focus onto its discount brands in what seems to be an attempt to appeal to the masses who continue to condemn the company (and the supermarket industry at large) for the exorbitant cost of basic grocery items in Canada.

After opening multiple new No Frills locations — including a few that were converted from existing stores under its other banners — the Weston family-owned retail giant has now shared plans for an entirely new chain that it promises will boast even better discounts.

The outlets will exclusively sell No Frills' no name brand products, and will hence operate simply under the eponymous moniker "no name."

A press release from Thursday says that the new pilot concept shops will offer savings of "up to 20 per cent" on grocery staples and household essentials when compared with other discount grocers in the area.

It will achieve this "by lowering operating costs and carrying only a targeted assortment of products," which will mean limited opening hours (10 a.m. to 7 p.m.), little-to-no marketing, and fairly low stock, both in terms of volume (thanks to fewer weekly deliveries) and selection.

The stores will not carry any refrigerated items — though they will have a small frozen section — and will apparently even utilize old fixtures to cut down on capital costs.

"These no name stores will have a limited selection of 1,300 products, but these are many of our top-selling pantry staples and household goods throughout the province," the release reads, adding that Loblaws intends to "listen and adjust quickly" to public response as they test the design out.

The pilot is kicking off only in Ontario, with no name stores coming to Windsor, St. Catharines and Brockville next month.

It was just last month that Loblaw Companies Inc. launched another new concept store, its first-ever small-scale No Frills, in Liberty Village.