For nearly five decades, the sight of a stark yellow-and-black package on a Pick n Pay shelf has been a silent promise of value. It’s the Pick n Pay No Name brand, South Africa’s original private-label pioneer, offering everything from toilet paper to tea at a budget-friendly price. But in 2026, as it prepares to turn 50, this retail icon is getting a dramatic makeover that aims to change how we see it entirely.
Under the leadership of CEO Sean Summers, the supermarket chain is planning to “radically revamp” its in-house brand. This isn’t just a new coat of paint; it’s a complete strategic shift from being a mere cheap alternative to becoming a desirable, quality-focused brand in its own right.
From Budget Backup to Leading Player
Since its launch in 1976, No Name’s role has been clear: be the no-frills, cost-effective option. With around 3,000 products, it covers the pantry staplesrice, pasta, canned goods, and cleaning suppliesthat form the backbone of many household shopping lists.
But Summers believes the brand has lost its way in places. He openly admits that many products were “poorly conceived” for the No Name label, likely referring to items that sacrificed too much on quality for the sake of a low price. The new strategy involves a major “cleaning of house,” weeding out these underperformers to sharpen the brand’s focus.
The goal is ambitious. Summers wants shoppers to reach for a No Name product not because it’s the cheapest, but because they actively want that brand for its improved standards and clear value proposition.
A Revamp Rooted in Necessity
This brand transformation is a key part of Pick n Pay’s larger turnaround strategy. The company is still recovering from a difficult R4-billion loss declared in the 2024 financial year. As part of its recovery, it has taken the tough decision to close 59 underperforming supermarkets, with a focus on creating a smaller, more profitable store footprint.
In this context, revitalising the private-label brand is a crucial move. Own-brand products already account for a significant and growing portion of salesup to 25% from 18% in 2020. A stronger, more trusted No Name range means higher customer loyalty and better margins for the retailer.
The plan for 2026 is to rebuild consumer trust through a clear communication of improved quality and by leveraging its powerful Smart Shopper programme to drive awareness and trial.
The familiar yellow box isn’t disappearing, but its meaning is set to evolve. For generations of South Africans, it represented sheer practicality. The challenge for Pick n Pay is to make it represent something new: smart value, consistent quality, and a name you choose with confidence.
{Source: TheSouthAfrican}
