Get ready to see the Pick n Pay No Name brand like you’ve never seen it before. The supermarket first launched its Pick n Pay No Name brand back in 1976. Next year (2026), marks 50 years of the private label. And CEO Sean Summers says it’s going to ‘radically revamp’ the in-house brand in a big way.
Currently, Pick n Pay No Name is positioned as a budget-friendly alternative to ‘premium’ brands available in store. And there are as many as 3 000 No Name products on sale. However, Summers says a lot of work is being done to clean house of products that were ‘poorly conceived’ for the Pick n Pay No Name brand.
PICK N PAY NO NAME
Moreover, in its 50th anniversary year, shoppers can expect to see the Pick n Pay No Name brand repositioned within the supermarket, too. As such, Summers’ goal is to attract customers to No Name as a leading house brand all on its own. Not simply as a budget alternative but rather one with improved standards and a clearer identity on shelf.
Furthermore, the retailer’s private label accounts for approximately 25% of all sales. This figure is steadily up from 18% back in 2020. Pick n Pay No Name products typically include staples such as toilet paper, rice, pasta, canned goods, cooking oil, flour, sugar, tea, coffee, bread, etc …
REBUILDING THE BRAND
Nevertheless, these changes come after the business had to declare a R4-billion loss in the 2024 financial year, reports Business Tech. A key turnaround strategy is closing unprofitable stores. As such, it has shuttered 59 supermarkets in the interim period, with eight more stores still set to close this year.
Summers believes a smaller store footprint will help the company serve its customers better and achieve sustainable long-term growth. In 2026, Pick n Pay is focusing on rebuilding consumer trust and awareness around its improved quality standards. Likewise, it will enhance marketing through its popular Smart Shopper loyalty program.
But what do you think? What No Name products would you like to see added? And what can the supermarket do to make these products more desirable? Let us know in the comments section below …
