Price Rite Marketplace — a Keasbey, New Jersey-based retailer with 65 locations — rolled out the next step in is rebranding efforts by opening five refreshed stores in Connecticut.

The retailer is introducing its award-winning redesigned store concept with programming focused on special deep discounts and enhanced fresh offerings on the heels of a successful pilot program at three of its Pennsylvania locations.

“We are pleased with the success from our three-store pilot in Pennsylvania, where customers really responded to the new streamlined shopping experience and updated product mix,” says Jim Dorey, president of Price Rite Marketplace.  “Now we’re proud to introduce this new store concept to our Connecticut shoppers in Cromwell, New Britain, West Hartford, Wethersfield, and Windsor. We’ve taken what we learned in Pennsylvania and applied it to these five Connecticut stores. It’s the next step as we begin to roll out these important changes at all our stores.”

The new stores feature a new design with deep discounts, including the new "Drop Zone," which was designed as a unique instore destination where consumers can find deep discounts, special surprise buys and other products typically priced at $5 or less.

Shoppers will find bright, revitalized store décor, including a market-style produce department with new LED lighting, vibrant color palettes and clear signage throughout the stores. The company says it is committed to providing the freshest selection of produce and bakery items, including a new bakery department featuring the ‘The Sweet Spot’ dessert case.