Pick n Pay Brings Back Its Iconic ‘No Name’ Brand, With a Modern South African Twist

Pick n Pay’s No Name Comeback: Nostalgia Meets a New South Africa

There’s a sense of nostalgia and quiet optimism, sweeping through South Africa’s retail aisles. Pick n Pay, one of the country’s most recognisable supermarket chains, is dusting off a piece of local history: its iconic No Name brand.

Once a symbol of simplicity and affordability, the bright yellow “No Name” label was a staple in South African homes throughout the late 70s and 80s. Now, nearly 50 years after its debut, it’s getting a modern makeover and this time, it’s part of Pick n Pay’s fight for survival.

Back to Basics: A Fresh Take on an Old Favourite

When Pick n Pay launched No Name in 1976, it wasn’t trying to be trendy. It was practical a way to help cash-strapped South Africans save money during tough times. Fast forward to today, and that mission feels just as relevant.

CEO Sean Summers, who returned to lead the company in 2023 after nearly two decades away, says the new No Name range will be “radically revamped” stripped of low-quality or poorly conceived products, and focused on trusted essentials that truly deliver value.

“We’ve cleaned out the range and removed a lot of products that simply shouldn’t have been there,” Summers told Business Times.

With over 3,000 No Name items already in circulation, the brand refresh will be gradual, but visible. Shoppers can expect brighter packaging, better quality control, and a focus on locally sourced everyday products, a nod to both nostalgia and modern consumer expectations.

A Brand Revival Amid Retail Turbulence

The relaunch isn’t just about branding it’s about rebuilding. Pick n Pay has been navigating one of the most challenging periods in its history, reporting a R4 billion loss in 2024 and closing more than 50 unprofitable stores as part of a painful restructuring process.

Under Summers, who famously led Pick n Pay through its golden years in the 1990s, the group is betting on focus over footprint.

“It’s not a race to have the most stores,” he said. “It’s about serving customers better and building long-term, sustainable growth.”

Indeed, Pick n Pay’s core supermarket sales totalled R36.3 billion in the latest reporting period modest, but stabilising. The group’s latest results show a 273% jump in trading profit, a clear sign that Summers’ back-to-basics approach may be paying off.

Boxer Powers Ahead While Pick n Pay Regroups

Interestingly, it’s Pick n Pay’s lower-cost sibling, Boxer, that’s been carrying much of the group’s growth. Boxer’s turnover grew 13.9%, helping push the group’s total revenue to R58.8 billion up 4.9% year-on-year.

Boxer’s success underscores the reality of South Africa’s current economy: value is king. Consumers are tightening belts, and brands that deliver affordability without compromise are thriving.

Summers’ strategy now hinges on recapitalisation, smarter product curation, and rebuilding customer trust, not through flashy campaigns, but through shelves that make sense again.

Public Reaction: A Bittersweet Nostalgia

On social media, South Africans are surprisingly sentimental about the relaunch.
On X (formerly Twitter), one user quipped:

“No Name is back? Yoh, that’s childhood in a yellow packet!”

Another added:

“We used to make jokes about it, but honestly, it saved our families money. Maybe we need that again.”

In an era where grocery prices have soared and brand loyalty is fading, Pick n Pay’s move taps into both nostalgia and necessity, two powerful emotional levers in South African retail.

A Symbol of Simplicity in Complex Times

South Africa’s economy remains fragile. Rising living costs, weak consumer confidence, and stiff competition from rivals like Shoprite and Checkers have forced even heritage brands to rethink how they connect with shoppers.

But Summers seems to believe that clarity and consistency, values embodied in the No Name brand, might be the company’s quiet weapon.

The new No Name isn’t just about budget groceries; it’s about rebuilding trust in a brand many grew up with. And for Pick n Pay, that could be exactly what it takes to remind South Africans that simplicity still sells, especially when it’s done right.

{Source: BusinessTech}

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