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Woolworths flags private-label fight to win back shoppers from Coles, Aldi

Once-daggy home-brand products are back.

In a bid to win back disaffected shoppers, Australia’s biggest supermarket chain, Woolworths, plans to match or beat the prices of major rival Coles and match the range of entry-level products sold by discounter Aldi.

It said it had spent AUD122 million recently on cutting prices, out of more than half a billion set aside to woo customers with improved stores, more staff and better prices. Woolworths Food Group managing director, Brad Banducci, said Woolworths’ prices were now the most competitive against Coles since last year, although some Woolworths entry-level products were struggling to compete against Aldi.