With the launch of its new Essentials range, Woolworths makes it easier – and more affordable – to do your whole shopping in one convenient place.
Woolworths Essentials includes core basic products across all food departments as well as household cleaning products and toiletries. In a nutshell, they’re the things we use every day: from bread and milk to laundry detergent and dishwashing liquid.
And while Essentials won’t include top-of-the-range luxuries, Woolworths hasn’t compromised on quality. As Head of Foods Julian Novak explains, “South Africans have always relied on Woolworths for excellent quality.
With tighter budgets, we know that customers are looking for even better value – and with Essentials, they’ll be able to enjoy the superior quality they expect from Woolworths at prices that are comparable – and even lower than – competitive products in the marketplace.”
Novak continues, “I think it’s important to stress that the same Good Food principles that apply to our other ranges also apply to Woolworths Essentials. For example, there’s no added MSG, all the milk is rBST free, there are no added preservatives in the yoghurts, and no animal by-products in the chicken feed.”
Some of the range is existing products that have been repackaged; but more than half – particularly in the household cleaning and toiletries areas – are new additions.
The range will include some larger pack sizes as well as convenient multi-packs. In produce, where Woolworths has traditionally offered uniform sizes of fruit or vegetables, there will be packs of mixed sizes which will offer savings.
The first products, in distinctive packaging featuring Woolworths new branding, will be available in store from mid-March; by the end of May, Woolworths expects to have nearly 200 ‘Essentials’ lines in store.
Says Novak, “We believe that Essentials offer real value for money and that with the launch of this range, our customers will be able to get high quality everyday basics, from breakfast cereal and butter to washing powder and fabric softener, from a brand they really trust.”
FAQs
Why is Woolworths launching the Essentials range?
Customers have always relied on Woolworths for excellent quality – and with the launch of our Essentials range, they will find the superior quality they expect from Woolworths at prices that are at least equal to – and are up to 10% lower than – competitive products in the marketplace.
What is the difference between Essentials and Great Value?
Essentials is a range of core basic products across all departments in the foodmarket. It includes things like washing powder, bread, peanut butter, breakfast cereal, etc. 
‘Great Value’, on the other hand, is a campaign based on a ‘basket’ of key household necessities that Adcheck monitors on a weekly basis against Pick & Pay, Spar and Checkers. Our ‘Great Value’ means that we ensure that our prices for these items are in line with the lowest competitor price that week. This means that some products in the Essentials range could also be part of the ‘Great Value’ campaign.
How are the Essentials range products different to the rest of the WW-branded products?
The Essentials range is our entry price level range. It includes core basic products across produce, dairy, protein, bakery, deli, snacks, cereals, household cleaning and toiletry products, etc.
Some of the range is existing products that have been repackaged; others are new additions. Essentials will include some larger pack sizes, mixed-size produce packs, etc.
What is the size of the range/number of lines in the range?
We will be launching 191 lines between March and May 2010; this will grow over time.
What are some examples of products in the range?
It’s quite a wide range of products, from long-life milk to breakfast cereals, rice to stock powders, lemons and butternuts to breads, frozen fish to sandwich meat.
How is the new range going to be rolled out/phased into store?
The first products have been in store since early March. Additional lines have been stocked in May, and we are planning to launch further Essentials lines later this year.