Woolies to unveil local brand

Retailer forges ahead with marketing plans for 'Woolworths Local' across outlets.

The scrutiny of big supermarkets' relationships with suppliers has taken another twist as Woolworths (WOW) reportedly readies to launch a "Woolworths Local" retail brand, according to Fairfax Media.

The media outlet reports that the retailer has already created marketing material for a label called "W Local", with scope to use it as a new retail banner across its various outlets.

The supermarket giant told Fairfax Media it may also use the branding for frozen, tinned, snack and packaged food.

The move echoes a move by Saisbury's, the UK's third-largest supermarket retailer, to re-brand its smaller outlets with the "Sainsbury's Local" label in 1998.

Woolworths has trademarked Woolworths Local and registered the domain www.woolworthslocal.com.au, but would not confirm when the new branding would be rolled out, according to the media outlet.

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