Countdown to refresh home brand offering

CountdownCountdown announced they will refresh their home brand range to offer Kiwi shoppers more quality low-priced products.

Countdown will introduce the new Essentials range, and combine the Countdown Select and Signature Range brands into one Countdown brand over the next two years.

“Customers love our own brands for their quality and low prices, but we want to make them better and make it easier for people to choose the product that best suits them,” said Countdown general manager of merchandise, Chris Fisher.

Essentials, as the name suggests, will be a new value-offering including commonly purchased necessities at low prices. Over time, Essentials will replace Homebrand, Countdown said in a statement.

The first Essentials food products will hit shelves in May with the full range to be rolled out over the following two years.

The Countdown Select and Signature Range brands will become Countdown, a quality, mainstream brand at competitive prices.

The majority of Countdown’s own brand products will continue to be sourced in New Zealand. Currently more than 70 per cent of their own brand products are sourced here.

“This is more than just a packaging change. We are reinvigorating our own brand products and reviewing each one over time to ensure we are delivering easily identifiable, quality products that suit our customers’ needs at low prices.”

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