Countdown evolves own brands

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Countdown is refreshing its own brand range – it will introduce a 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,” says Countdown GM of merchandise Chris Fisher.

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 competitive prices.

The majority of Countdown’s own brand products will continue to be sourced in New Zealand – currently around 70% are sourced here.

“This is more than just a packaging change,” Fisher said. “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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