Checkers is coming after Woolworths in South Africa with its next move

 ·23 May 2024

Checkers has launched a new private label food range called ‘Foodie!’ which includes a host of pre-made and packaged foods in a similar vein to Woolworths’ ‘heat-and-eat’ offerings.

Checkers said that the range aims to “take the hassle out of cooking” and provide a quality home-dining experience.

The new label comes as more consumers turn to private-label brands for their affordability, and the group said that it will continue to expand its offering to meet customer demand.

The range joins other upper-market labels launched at the group in recent years, including Forage and Feast, Simple Truth, and Oh My Goodness!.

The group has made a concerted effort to push into the premium retail market—a space dominated by Woolworths—launching the upper-market Checkers FreshX store brand in April 2016.

Since then, the premium FreshX store count has grown to over 87, with plans to increase this further.

Checkers made its first foray into competing with Woolworths directly with high-LSM products in 2021, when it launched the Feast and Forage brand.

The group said that the Foodie range is expected to expand over the next few months with more pasta and grocery items already in development. The brand is available at Checkers and Checkers Hyper stores across the country.

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