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 Operational Management, Assessment 1 v2 Last updated on 10/09/2019 Page 11
T-1.8.1_v3 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. It also operated supermarket brands Foodtown and Woolworths until November 2011, which were rebranded as Countdown. Food For Less is a discount supermarket chain located in Queensland and New South Wales. Flemings is a group of four supermarkets located in Sydney and the Central Coast. There are few of the stores left. Woolworths launched Thomas Dux Grocer in two New South Wales locations in 2008. Thomas Dux Grocer stores have a larger fresh food offering than traditional Woolworths stores, along with a larger delicatessen section.
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