The business initially operated as Woolworths but was rebranded as Countdown in 2011. Credit: Emagnetic via Shutterstock.com.

Australian supermarket Woolworths has officially rebranded its Countdown operations in New Zealand.

The New Zealand business operated as Woolworths until 2011 before being rebranded as Countdown. 

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The change follows the retailer’s announcement in July 2023 to rebrand the business Woolworths Supermarkets New Zealand, and commit NZ$400m ($237m) over three years to renew its store network, focusing on older stores. 

Woolworths’ launch in New Zealand is accompanied by a commitment to the Fresh or Free Guarantee, a pledge to offer quality fresh products across its 191 stores in the country. 

The rebranding also introduces That Fresh Food Feeling, a campaign reflecting Woolworths’ promise to provide the best supermarket experience daily.  

Woolworths New Zealand managing director Spencer Sonn said: “We know our customers expect us to bring them value with quality fresh products – from produce to meat, seafood and deli to bakery goods – especially with the cost of living remaining at the top of everyone’s minds. 

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“That’s why we’re renewing our Fresh or Free promise. If one of our customers is unhappy with the quality of a fresh product in our stores, we ask that they return it to us and we’ll refund them and replace the product. We stand by our fresh food and that’s why we’re the only supermarket that offers a guarantee. 

“Our customers will be able to see how we are bringing That Fresh Food Feeling to life: from the work being done within our supply chain, to the focus in-store on product availability and presentation standards, to working with our food rescue partners to reduce waste and help tackle food insecurity, we are making Kiwi lives a little better every day.” 

Woolworths will modernise its supply chain in New Zealand with a new Christchurch Fresh Distribution Centre and enhance customer and team safety amid rising levels of retail crime. 

In November 2023, Woolworths introduced Direct to Boot, a new grocery pick-up service, further expanding its customer service offerings.