Agreed. As I've found out myself, it's very easy to over engineer your interface. Sure it looks great - it's a very high quality design with all the extras. But in this case you're not selling an interface.

I'd also agree with you that it has too much color - only the products themselves should have color. Look at the designs of actual supermarkets - shelves and aisles are for the most part bland and plain so that they don't steal the attention.