Woolworths Makes Homebrand Homeless in Private Label Shift

After spending 33 years turning its Homebrand range into one of Australia’s biggest-selling generic brands, Woolworths is renaming almost 1000 Homebrand products "Essentials" to fight perceptions that customers can get better quality at Aldi.
While Homebrand’s prices are generally as cheap or cheaper than similar entry-level private label goods at Aldi and Coles, consumers perceive the quality of Homebrand products to be inferior to that at other chains. Sydney Morning Herald – Read more…