Australia's first home brand gets a makeover – what's changed?
- Replies 6
After more than three decades in business, Australia's first home brand is undergoing a complete transformation.
The Black & Gold brand is available at many independent supermarkets as well as all IGA locations. In the Black & Gold range, there are hundreds upon hundreds of products to choose from, all of which cover the essential needs.
So whether you're shopping for regular items or getting ready for a special event, you can rely on Black & Gold to deliver everything you need at a great price.
According to recent news, IGA will gradually phase out its recognisable bright yellow packaging over the coming months and replace it with a newly redesigned line of affordable products.
Estella Young, who is in charge of the private label department at IGA, stated that the company wanted to modernise the branding of its products.
'The absolute role and the reason that Black and Gold exists is to be the entry-level price point,' she said.
'It's been around a long time, and we think there's a real opportunity to make sure the design is more up-to-date with a more modern look and feel. We also want shoppers to know that what's inside the pack is as good as the pack looks.'
In the coming months, Black & Gold will replace its bright yellow packaging with a new budget range. Credit: A Current Affair/Nine.
Before the company encourages customers to make the switch, food technologists at the IGA testing lab are evaluating the new products to ensure they meet the standards.
According to the team, everything is made to perfection, even down to the simplest detail, such as the colour of the baked bean sauce to the ratio of beans to sauce.
'You really want it to be nice and glossy, you want it to be red, not too orange because you want it to look tomatoey and taste tomatoey,' Karen said.
According to retail expert Paul Greenberg, major brands should periodically undergo rebranding in order to remain competitive in the market.
He described it as putting 'old wine in a new bottle,' and mentioned that house brands are an important part of the product mix for all major retailers.
However, it must provide excellent value for the money spent, and the products must be of a high standard.
IGA food technologists test new products before encouraging customers to switch. Credit: A Current Affair/Nine.
IGA claims that if you shop their Black and Gold brand aisle, you can stock your entire pantry for the low price of only $28.
The retail company claims that an average Aussie family will usually have to pay $83 for a shopping cart full of household necessities like frozen foods, cheese, eggs, and washing powder.
You can expect to pay about the same amount for Black and Gold as you would for the entry-level private label products sold by other major supermarkets like Coles and Woolworths.
However, the price is significantly lower when compared to that of the name brands. Here are some examples:
Aside from being a full-time mum-of-four, Alyssa has a second job: she works as an undercover product tester at IGA.
It is part of her job to go to the supermarket and buy products, particularly the newest ones on the market, and provide feedback that is both realistic and highly reliable.
'When you're on a tight budget, you have to shop around,' she explained. 'Of course, if I didn't like the product, I wouldn't give it a good review.'
Alyssa is confident that she can save her family at least $50 each week by purchasing mostly store-brand items.
What are your thoughts, folks? Does the upcoming rebranding make you more interested in shopping at IGA? Let us know in the comments!
The Black & Gold brand is available at many independent supermarkets as well as all IGA locations. In the Black & Gold range, there are hundreds upon hundreds of products to choose from, all of which cover the essential needs.
So whether you're shopping for regular items or getting ready for a special event, you can rely on Black & Gold to deliver everything you need at a great price.
According to recent news, IGA will gradually phase out its recognisable bright yellow packaging over the coming months and replace it with a newly redesigned line of affordable products.
Estella Young, who is in charge of the private label department at IGA, stated that the company wanted to modernise the branding of its products.
'The absolute role and the reason that Black and Gold exists is to be the entry-level price point,' she said.
'It's been around a long time, and we think there's a real opportunity to make sure the design is more up-to-date with a more modern look and feel. We also want shoppers to know that what's inside the pack is as good as the pack looks.'
In the coming months, Black & Gold will replace its bright yellow packaging with a new budget range. Credit: A Current Affair/Nine.
Before the company encourages customers to make the switch, food technologists at the IGA testing lab are evaluating the new products to ensure they meet the standards.
According to the team, everything is made to perfection, even down to the simplest detail, such as the colour of the baked bean sauce to the ratio of beans to sauce.
'You really want it to be nice and glossy, you want it to be red, not too orange because you want it to look tomatoey and taste tomatoey,' Karen said.
According to retail expert Paul Greenberg, major brands should periodically undergo rebranding in order to remain competitive in the market.
He described it as putting 'old wine in a new bottle,' and mentioned that house brands are an important part of the product mix for all major retailers.
However, it must provide excellent value for the money spent, and the products must be of a high standard.
IGA food technologists test new products before encouraging customers to switch. Credit: A Current Affair/Nine.
IGA claims that if you shop their Black and Gold brand aisle, you can stock your entire pantry for the low price of only $28.
The retail company claims that an average Aussie family will usually have to pay $83 for a shopping cart full of household necessities like frozen foods, cheese, eggs, and washing powder.
You can expect to pay about the same amount for Black and Gold as you would for the entry-level private label products sold by other major supermarkets like Coles and Woolworths.
However, the price is significantly lower when compared to that of the name brands. Here are some examples:
- Cling wrap from Black and Gold costs $1.65, while Glad costs $5.
- A can of Baked Beans costs 65 cents, while a can of SPC costs $2.20.
- The spaghetti costs 79 cents, while the same dish from San Remo costs $2.30.
- At IGA, a two-litre bottle of barbeque sauce will cost you $5.25, while a bottle from Masterfoods will set you back $8.50.
Aside from being a full-time mum-of-four, Alyssa has a second job: she works as an undercover product tester at IGA.
It is part of her job to go to the supermarket and buy products, particularly the newest ones on the market, and provide feedback that is both realistic and highly reliable.
'When you're on a tight budget, you have to shop around,' she explained. 'Of course, if I didn't like the product, I wouldn't give it a good review.'
Alyssa is confident that she can save her family at least $50 each week by purchasing mostly store-brand items.
What are your thoughts, folks? Does the upcoming rebranding make you more interested in shopping at IGA? Let us know in the comments!
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