general purpose credit card in 2008. Woolworths is expected to offer these credit cardholders reward
vouchers redeemable throughout its store network. Woolworths subsequently announced that the
Woolworths Everyday Money MasterCard would be launched on 26 August 2008 and allows
customers to earn shopping cards redeemable at Woolworths group retailers. Woolworths stated in
June 2008 that "well over a million" shoppers had taken a card and registered their details. In August
2008, Woolworths stated that there were 3.8 million cards on issue, with 2.4 million cards registered.
Own or Private label brands
(sourced)
Woolworths has a range of generic or private label brands as follows:
Essentials: A budget label covering everyday household products and groceries. Products within this
range typically feature a red and white Woolworths logo on the top left corner on the front side of the
packaging.
Woolworths Food Range: Woolworths' most populous own brand range, it features food lines in all
categories across the store. Products in this range feature a green and white logo. Customer can
become part of a food sampling group called "Bunch" in order to test foods within this range and
provide feedback to make improvements.
Gold: This own brand features premium products which are usually only available around Christmas
time, and include products such as Christmas puddings, fruit mince pies and cakes.
Macro Wholefoods Market: Macro features a range of foods that are free from artificial sweeteners,
colours, flavours, added MSG and hydrogenated oils. Many products in this range are promoted as
organic foods.
Delicious Nutritious: This range is collaboration between Woolworths and Australian personal trainer
Michelle Bridges. The range is exclusively chilled and frozen meals, all of which include 2-3 serves of
vegetables, grains and protein, and are all less than 450 calories per serve.
The Odd Bunch: This is a fresh produce brand which features fruit and vegetables, such as carrots,
lemons and apples that are oddly shaped or are otherwise imperfect. These products are sold at a
cheaper price as a compromise to this.
Other Woolworths Limited supermarkets
(sourced)
Woolworths used to trade as Safeway in all Victorian locations. From 2008, Safeway branded stores
have been progressively branded as Woolworths. The entire re-branding process had been calculated
to take approximately five years, ending in early 2013; however some stores still traded under
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Safeway branding after the expected completion period. In June 2017, the last Safeway store in
Wodonga closed down and was converted to a Woolworths, ending the existence of the Safeway
brand in Australia after 54 years. Caltex Safeway also operated in Victoria service stations until they
converted to Caltex Woolworths from 2010. In Tasmania, Woolworths traded as Roelf Vos and Purity
prior to being rebranded as Woolworths in 2000. In New Zealand, Woolworths trades as Countdown.
