Shoppers on the hunt for gourmet products have been spoiled for choice thanks to retail giants such as Woolworths and Checkers. However, Pick n Pay is looking to throw its hat into the ring with the launch of its own premium food range.
“The Crafted Collection by PnP” is taking aim at its direct competitor Checkers, who previously unveiled its own private label called Forage and Feast, along with a complete revamp of its stores.
Pick n Pay appears to have followed suit with the retailer making the range available in its more than 270 newly refurbished stores as it looks to serve customers in the middle to top-end of South Africa’s income bracket, as per Business Insider.
The label is said to offer “premium taste intertwined with affordability” and includes fynbos flavoured extra virgin olive oil, instant chai, smoky tomato ketchup, crafted chocolates, and a wide range of exotic mushrooms.
According to Pick n Pay, 90% of the range is locally sourced or produced by local suppliers and is set to offer a unique foodie experience to its customers.
“Crafted Collection by PnP” currently has 70 products with a further 100 products expected to make its debut at the end of the year.
The premium market is currently dominated by Woolworths, but Pick n Pay is attempting to grab its share of the market and it appears to be working. The high-end range already accounts for 25% of its sales, up from 18% five years ago, as per Business Tech.
Along with its “Crafted” range, Pick n Pay will also launch its currently code-named “Project Red” which will carry fewer products but is said to compete with Checkers more directly.
While Pick n Pay may be attempting to come for Checkers’ thrown, many social media users have pointed out the similarities The Craft appears to have with Food and Forage. A blatant copy and paste or sticking to a formula that works? Customers will be making the final decision on their next trip to the grocery store.
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Picture: Pick n Pay Instagram