Following the acquisition of Franklins’ supermarkets, Metcash is giving Franklin’s No Frills private label a makeover, with expectation sales of the range to double to $40 million during 2013

The successful roll-out of the re-branded No Frills’ range of products now sees more than 60 products under this brand sold through 365 SUPA IGA (large format) supermarkets.

The No Frills products are added to IGA’s armoury of Signature and Black & Gold private label products, supplied by Metcash Food & Grocery.

Andrew Reitzer, Chief Executive of Metcash Ltd, said they are seeing accelerating growth and acceptance of the newly re-launched No Frills’ products, both amongst the IGA store owners and their customers.

“We expect that No Frills, as our third tier discount private label range, will continue to grow. We are especially excited to see Queensland, Victorian, South Australian and Western Australian IGA retailers, who have not had exposure to No Frills’ product before,” he said.
The No Frills range is confined to top performing product categories. The No Frills Buy line “simply savings” endorses the discounted price offer 365 days of the year helping consumers to save with every shopping experience.

With updated pack designs, No Frills is the original private label brand in Australia and will be used by IGA supermarkets, to be their “price fighter” in competition with the national chains.

“Consumers are growing in their acceptance of the quality and price advantage of private labels, with No Frills and Black & Gold our value offerings, while IGA Signature is the single, easily identifiable premium brand for IGA,” Reitzer said.