Pick'Npay Product Penetration

Pick n Pay launches new top of the range house brand

19 October 2011

After two years of research, Pick n Pay is launching PnP Finest.

Pick n Pay today announced the launch of a brand new Private Label brand, “Finest”, positioned as the ultimate offering in the Pick n Pay-branded range of products. Finest has been developed as an exceptional range of sophisticated food products made from premium ingredients, raw materials and delicious flavours sourced from around the world.

Pick n Pay chief executive Nick Badminton said: “Pick n Pay’s Private Label brands have been incredibly well-received among South African consumers and our overall Private Label share of sales is already 29% across nearly 2,000 lines.

“The decision to launch Pick n Pay Finest as our latest addition to the Private Label range is in line with our strategy of ‘good (No Name), better (Pick n Pay brand), best (Finest)’. This new product line offers our customers beautifully-packaged premium items, sourced from the world’s finest suppliers, and chosen by our team of specialist product developers and buyers who have spent nearly two years researching what our customers desire.

“The range will offer customers the opportunity to prepare restaurant quality meals at home, in the tradition of fine dining. The range truly brings fine dining home.

“The Pick n Pay Finest label will include premier products that extensive research has shown our customers want to be able to buy at Pick n Pay, and will add to the overall customer experience of quality and convenience. The range will help drive our business ethos of putting the customer first, while delivering the best quality at the most competitive prices,” said Badminton.

The Finest Pick n Pay label offers products that have been selected from the most authentic sources, like Kalamata olives from the Greek Peloponnese, organic coffee from Antigua, Fine Belgian Chocolate, and premier South African rooibos tea. The range will also change with...