Woolworths is renaming its “Homebrand” range to “Woolworths Essentials”

After 33 years Woolworths is renaming its 950+ Homebrand products to “Essentials” with a red and yellow label.

While Homebrand prices are generally as cheap/or cheaper than similar entry-level private label goods at Aldi and Coles, Woolworths rebranding move has been made to lift the perception of the quality of Homebrand products.

Woolworths Essentials products will start replacing Homebrand products category by category, over the following months, with the first Essentials product, Essentials Honey, already on the shelf.