No Frills returns

Australian supermarket brand, No Frills, is back on supermarket shelves at Supa IGA, following Metcash’s acquistion of its former owner, Franklins.

Originally launched in 1978 by Franklins, No Frills was the first generic supermarket brand in the Australian market.

Following Metcash’s purchase of Franklins in 2011, the No Frills brand has been relaunched and will be sold in all Victorian Supa IGA’s.

The new No Frills range will still be packaged in its iconic black and white packaging, and now includes wider range of products, such as cheese, diced tomatoes, bacon, flour, laundry powder, and serviettes among others.

Silvestro Morabito, Metcash Food and Grocery COO, said he was very pleased to be bringing back the iconic brand to Victorians.

“With the rises in day to day expenses, customers are looking for great value items to complement their family’s weekly grocery needs and No Frills is the perfect accompaniment to the fresh and locally sourced products available at SUPA IGA stores,” Morabito said.

No Frills will launch with an advertising campaign across print, radio and online.

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