Original article by Sue Mitchell
The Australian Financial Review – Page: 13 & 18 : 29-Mar-16

Australian-listed Woolworths will drop the Homebrand name for its entry-level range of private label products. The branding will be phased out in favour of the similarly-priced Essentials brand, in order to counter the widely-held view that the generic products of rivals Coles and Aldi offer better quality. Homebrand was launched in 1983, and currently features a much broader range of products than the Essentials range. About $A1.4bn worth of Homebrand products are sold each year.

CORPORATES
WOOLWORTHS LIMITED – ASX WOW, COLES SUPERMARKETS AUSTRALIA PTY LTD, ALDI STORES SUPERMARKETS PTY LTD, CREDIT SUISSE (AUSTRALIA) LIMITED, MORGAN STANLEY AUSTRALIA LIMITED, CAPILANO HONEY LIMITED – ASX CZZ, BEECHWORTH HONEY