NORWICH – Complete with a new look, the owners of the Save-a-Lot grocery store in Norwich say the identity and image of their business is still ultimately defined by two things – quality and savings.

Jim Diamond Jr., son of owner Jim Diamond Sr. and manager of the Norwich location, said the store’s re-vamped facade and interior in the South Plaza is just one in a number of ways the store has updated its features. To the Diamonds, while the updates are a nice addition, their selling point still requires no gimmicks – it’s just savings of up to 40 percent everyday.

“We’re all new inside,” said Diamond Jr. “And it’s still very simple – save up to 40 percent on everything across the board.”

Along with the daily savings, the Diamonds contend their store’s meat and produce departments are not only the lowest priced in town, but also the freshest.