Whole Foods Market is launching a new concept to be called 365 by Whole Foods Market.

Whole Foods’ new store will not be called Clever Egg.

That was one of the names that the Austin-based grocer submitted a trademark request for, but the company said today that that was just a decoy for the real McCoy: 365 by Whole Foods Market

My colleague Claudia Grisales has all the details about the new chain of stores, set to open within the next year, and why the company is taking such big steps to try to win over millennials’ shopping dollars.

What do you think of the new name? It’s a play off Whole Foods’ in-store brand, 365 Everyday, which will display prominently in these new markets, but unless we just start calling it 365, the longer name “365 by Whole Foods Market” feels too bulky.

I’d love to hear your thoughts in the comments or on social media