Countdown’s own brand evolution
7 April 2016: Countdown is refreshing its own brand range to make it easier for Kiwi shoppers to choose quality products they can trust at low prices every day.
“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,” says Chris Fisher, General Manager of Merchandise at Countdown.
Countdown will introduce a new Essentials range, and combine the Countdown Select and Signature Range brands into one Countdown brand over the next two years.
Essentials will be a new value-offering including commonly purchased necessities at low prices every day. Over time, Essentials will replace Homebrand. The first Essentials food product 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 highly 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 own brand products are sourced here.
Fisher says “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.”