Woolworths has officially launched its rebrand of the Countdown business in New Zealand as its business there takes the name of the Australian supermarket chain.

“Today is an incredibly important moment for the business as it brings Woolworths to life in New Zealand,” said Woolworths New Zealand MD Spencer Sonn.

Last July, Woolworths announced it would invest NZ$400 million (A$367 million) over the next three years for the renewal of the store network, including their rebranding, with a focus on older stores in New Zealand.

Woolworths has also revealed a positioning slogan ‘That Fresh Food Feeling’ signifying the Woolworths name’s return to Aotearoa.

“We know our customers expect us to bring them value with quality fresh products – from produce to meat, seafood and deli, to bakery goods – especially with the cost of living remaining at the top of everyone’s minds,” said

“That’s why we’re renewing our Fresh or Free promise. If one of our customers is unhappy with the quality of a fresh product in our stores, we ask that they return it to us and we’ll refund them and replace the product. We stand by our Fresh Food and that’s why we’re the only supermarket that offers a guarantee of Fresh or Free.”

The company will also roll out its Everyday Rewards loyalty program and modernise its supply chain with the opening of its Christchurch Fresh Distribution Centre.