Checkers are not going all-in to replace Woolies as the posher supermarket of choice. They’re too smart for that, hedging their bets and spreading their risk like the whales they are in the sprawling casino of South African retail. What they are doing, however, is launching a cheerfully packaged range of organic goodies, from all-purpose cleaner to almond milk, purple sweet potato noodles to peanut butter protein balls, running the gamut, if that’s a word, of options from vegetarian, to vegan, to gluten-free, to raw, organic, reduced sugar, and high protein, as well as eco-friendly takers on household products. The range launched this week, under the catchy name Simple Truth and is characterised by its organic, green squishy logo and the very visible benefit claims on the front of the packaging.
Comment: Excellent news, suggesting that a. there’s already a healthy market out there for this sort of stuff and b. with Checkers’ muscle behind it, this market will grow.