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Progressive Adds A New Signature To Housebrands

Media release
2 May 2000


Progressive Enterprises today announced that it would further drive supermarket housebrand growth with the launch of its own premium corporate brand, called "Signature Range".

Initially launching with eight major grocery lines covering 80 product variants - bread, jam, cheese, potato chips, ice cream, facial tissue, toilet tissue and frozen vegetables - Signature Range will be rapidly expanded into other categories.

All six supermarket brands in the Progressive group - Foodtown, Countdown, 3 Guys, SuperValue, SuperValue Plus and Fresh Choice - will start stocking the new brand this month.

Ted Van Arkel, managing director, Progressive Enterprises, says Signature Range will double its housebrand marketshare, it will also put Progressive Enterprises at the forefront of international trends in housebrand development.

“We have really seen housebrands evolve over the last 10 years. From lowest price in a category, housebrands have progressed to include standalone brands with clearly defined personalities.

"Signature Range heralds a new level of housebrand in the New Zealand market, both in terms of brand sophistication and product quality. We believe it will give us a competitive edge,” says Mr Van Arkel.

Signature Range will offer premium quality product at a reduced cost. Savings of up to 20%, will be made when consumers choose a Signature Range product over a national brand equivalent


Economies of scale, due to the buying power of the group, along with a marketing programme that focuses on internal resources - Foodtown and Countdown catalogues and in store promotions - means savings can be passed on to customers without compromising quality.

Developed over the last year in partnership with Daymon Associates, a leading US-based marketing and branding company, Signature Range products will have distinctive black packaging, featuring high quality product photography and a metallic gold logo.

Wherever possible, Signature product will be New Zealand made and/or sourced.

“New Zealand has many well respected and internationally recognised brand manufacturers who are experts in their respective fields. Their involvement in our product development has been vital. We are committed to developing and maintaining this supply chain, says Mr Van Arkel.

“All products have been extensively focus group tested to make sure the right ones go to market. This will be an ongoing process as more products come on line,” he added.

Over the next few years, Progressive plans to launch several hundred Signature Range products spanning the full grocery range.


For further information, including product images, please contact:
Michele Beaton
Advertising and Promotions Manager
Progressive Enterprises Ltd
Tel: 09 275 2553
Fax: 09 275 2543
Mobile: 021 898 891

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