Juliette Hillmann — 14 April 2010
Source: Woolworths website
With the launch of a new private label range called Woolworths Essentials, consumers will be able to do what they’ve always wanted: get the superior quality they expect from Woolworths at everyday prices. Woolworths Essentials includes core basic products across all food departments as well as household cleaning products and toiletries, making it easier for customers to do their full weekly shopping at Woolworths.
The first products, in distinctive packaging featuring Woolworths new branding, will be available in store from mid-March; by the end of May, Woolworths expects to have nearly 200 ‘Essentials’ lines in store.
Woolworths Head of Foods Julian Novak explains that the launch of Woolworths Essentials is in line with the international trend for retailers to introduce private label products. ‘With tighter budgets, customers are looking for products that offer excellent quality as well as a great price,’ he says. ‘South Africans have always relied on Woolworths for excellent quality – and with the launch of our Essentials range, they’ll be able to enjoy the superior quality they expect from Woolworths at prices that are comparable – and some even lower than – competitive products in the marketplace.’
He continues, ‘Some of the range is existing products that have been repackaged; but more than half are new additions. Customers will find Essentials throughout the Foodmarket – in produce, dairy, protein, bakery, deli, snacks, cereals, household cleaning and toiletry products. The range will include some larger pack sizes, as well as convenient multi-packs. In produce, we’re offering packs of mixed-sizes which will offer savings over our other produce packs.’
Novak adds, ‘I think it’s important to stress that while the Essentials range is competitively priced, we certainly haven’t lowered the quality or our commitment to our Good Food Journey principles. The same Good Food principles that apply to our other ranges also apply to Essentials. For example, there’s no added MSG, all the milk is rBST free, there are no added preservatives in the yoghurts, and no animal by-products in the chicken feed. Obviously the range won’t include the luxury touches that characterize our upper-tier ranges, but we believe that Essentials offer real value for money. With Woolworths Essentials, customers will be able to get all their everyday basics, from breakfast cereal and butter to washing powder and fabric softener, from a brand they really trust.’
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