Woolworths has introduced a new food range that was created by nutritionists and chefs, and tested by consumers, to be both convenient and healthy.
The new range will carry a new “Green Seal of Approval”, a marker that's intended to let customers know to expect a "delicious, high quality product with no artificial colours or flavours" Woolworths said.
The new range includes marinated butterflied chicken, ice cream, yoghurts and salads, crackers, cheese and cookies, and the launch follows an 18 month review, reformulation and rebrand of its food range, resulting in reduced salt, sugar and saturated fats as well as a product packaging, according to the retailer.
The nutritionists, chefs and customers involved in the development process of the range will also feature in a new campaign that focuses on the quality and the testing the products go through before they hit Woolworths shelves.
The campaign also features the new “Green Seal of Approval”.
“This marker ensures customers can expect a delicious, high quality product with no artificial colours or flavours at a great price that’s been created by Woolworths nutritionists and chefs and tested by customers,” Woolworths said.
The new range will also displaying Health Star Ratings and Country of Origin labelling.
“At Woolworths we’re focused on constantly improving and evolving our food range and ensuring our customers have great quality and healthier options to choose from, that are also great value," Woolworths general manager of FoodCo Marketing Peter Hathaway said.
“Whether it’s the already popular lamb shanks or ice cream, every one of the Woolworths food range has been rigorously tested to ensure our customers and their feedback are an essential part of the product development journey.”
Woolworths is also launching The Bunch, an online community where members provide reviews of the products, after a successful pilot late last year with more than 4000 people.
The announcement comes as the price gap between the private label brands of Woolworths and Coles, and those at their discount rival Aldi has fallen by up to 70 per cent.
According to the Australian Financial Review, which compared a new shopping basket analysis conducted by Choice with one conducted two years ago, Aldi is still the cheapest, but the price difference between the three has fallen significantly.
