Essentials range will be in store from mid-March

Essentials range will be in store from mid-March

South African retailer Woolworths Holdings has launched a value private label range to attract budget-conscious shoppers.

The Woolworths Essentials range, featuring new branding, will have around 200 lines by the end of May.

The range includes core basic products across all food departments as well as household cleaning products and toiletries.

Woolworths head of foods Julian Novak said the launch of Woolworths Essentials is in line with the international trend for retailers to introduce private label products.

“With tighter budgets, customers are looking for products that offer excellent quality as well as a great price,” Novak said. “Some of the range is existing products that have been repackaged; but more than half are new additions. Customers will find Essentials throughout the Foodmarket – in produce, dairy, protein, bakery, deli, snacks, cereals, household cleaning and toiletry products.”

Woolworths said it hopes to roll out additional Essentials lines later in the year.

“Obviously the range won’t include the luxury touches that characterise our upper-tier ranges, but we believe that Essentials offer real value for money,” said Novak.

Last month, Woolworths booked a rise in first-half profits but sounded a cautious note on the South African and Australian markets.

Profits grew by 4.9% to ZAR11.69bn (US$1.53bn) for the 26 weeks to 27 December.