It's processed convenience food that is just a little more healthy or tasty on average than the freezer isle at Walmart. It also tends to be just a little ahead

It's processed convenience food that is just a little more healthy or tasty on average than the freezer isle at Walmart. It also tends to be just a little ahead of food trends than your typical grocery store. It has some "cute" branding too. It's for people who rarely cook but don't want a diet of 100% take-out. I think Whole Foods is for people who fancy themselves home chefs.