Previous Private Label Brands
- Basics - Replaced by Homebrand in 2005
- No Frills - No Frills was originally used with Franklins Australia as their generic range of products, with their ties to Dairy Farm International Holdings the No Frills product was launched into the Woolworths New Zealand Supermarket Group and had a huge success with the Price Chopper and Big Fresh brands. Originally, the No Frills brand was only used for its peanut butter, honey and potato chips but expanded its range to more than 800 products in packaged groceries and perishables.
- First Choice - First Choice was another generic range of products Woolworths New Zealand Supermarket Group had sold. Launched in 1998, it was developed to provide an alternative to the leading brands but cheaper. First Choice products were typically priced between 10-15% less than the national brands. First Choice had over 600 different products.
These brands were dropped by Progressive Enterprises when Dairy Farm International Holdings sold the company in 2002, and replaced with the Signature Range (SR) and Basics brands. With the purchase of Progressive Enterprises by Woolworths Limited, these were then phased out and replaced with Woolworths Home Brand and Woolworths Select brands.
Read more about this topic: Woolworths (New Zealand)
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