Faced with the infiltration into Texas of deep discounter Aldi, H-E-B plans to open its first discount platform May 5.

H-E-B to launch deep discount banner

San Antonio-based H.E. Butt Co. has several formats, including H-E-B, H-E-B Plus, Central Market and Mi Tienda. It also has H-E-B Pantry, a limited assortment store mostly in rural areas that is about half the size of a standard H-E-B store.

According to news reports, the new Joe V’s Smart Shop features about 9,000 stock keeping units, compared to about 37,000 in an average store.

The store’s Facebook page says it features “farm fresh produce” and “premium meats.”

Armando Perez, H-E-B’s vice president of Houston, told the Houston Chronicle the deepest discounts will be in center store grocery items.

This opening comes on the heels of , Batavia, Ill.-based Aldi’s entry into the Texas market. The discount grocer opened about a dozen stores in north Texas this spring and plans to open several more by the end of the year, according to its website.

Aldi carries about 2,000 SKUs, about 50 of which are produce.

A spokesman for H-E-B could not be reached.

To see store photos of Joe V’s Smart Shop, visit its profile on Facebook.