Two years after undergoing a major rebrand, M&M Food Market has launched the next phase in its evolution: partnerships with other retailers.

The company, formerly known as M&M Meat Shops, has launched M&M Food Market Express, a branded frozen-food section at various retail chains.

The concept is currently in 32 Rexall stores in Toronto, around 40 Beaudry-Cadrin (Beau-soir) in Northern Quebec and 10 Avondale Food Stores in Southern Ontario.

M&M Food Market also has partnerships with Nunavut-based retailer and distributor Eskimo Point Lumber Supply, which sells a wide range of goods including groceries; and two convenience/gas station operators: MacEwen in Ontario and Quebec and KAR Holdings in Western Canada. The Express concept is also set up at 11 Canex military stores.

There are two main goals behind the new concept, says M&M Food Market CEO Andy O’Brien. “We wanted to go into smaller communities where it doesn’t make sense to put a full-size [M&M Food Market] there. For example, for populations below 15,000,” he says.