Woolworths Revamps Private Label Portfolio
Australian retailer Woolworths has revamped its private label food offering in order to place greater emphasis on health and nutrition, reports Food Navigator Asia.
The range, which features cheese, biscuits, crackers and salads, now carries what the Australian retailer calls a ‘Green Seal of Approval’. Products are also subject to a new health-star rating system, and always display their country of origin.
The new formula for private label produce was developed by chefs and nutritionists, the supermarket chain says.
“Whether it’s the already popular lamb shanks or ice cream, every one of Woolworths food range has been vigorously tested to ensure our customers and their feedback are an essential part of the product development journey,” said Peter Hathaway, general manager of FoodCo marketing at Woolworths.
An advertising campaign has also been commenced to promote the redeveloped product line.
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