Woolworths adds nine new products to South Africa range

Woolworths Food has introduced nine new products to its South African range as the retailer continues to expand its premium food offering and invest in innovation.

According to BusinessTech, the latest additions include mango and coconut overnight oats, Southern Smoky BBQ Beef Ribs, 100% grapefruit juice, a Biscoff dessert, shakshuka and Turkish egg pots, smash burgers, as well as cocoa and strawberry and apple and cinnamon overnight oats.

The launches come as food becomes increasingly central to Woolworths Holdings’ strategy.

In its 2026 annual results, Woolworths Holdings said Food turnover and concession sales increased by 5.7% to R55.37 billion in the year to June 2026, while adjusted earnings before interest and tax rose 3.2% to R3.7 billion.

Woolworths Holdings CEO Sam Ngumeni described Food as the group’s “heartland” and said the company was “reorienting the Group around our market-leading Food business”.

A broader push 

Food accounted for 66.5% of the group’s total turnover and concession sales during the financial year, while online sales contributed 7.3% of South African Food sales. On-demand delivery revenue also increased by 19.6%.

The latest product launches form part of a broader push to strengthen Woolworths’ food proposition.

The retailer recently opened its first Gauteng Food Emporium at Dainfern Square, featuring an expanded bakery, butcher and fishmonger counters, a specialist cheese counter, sushi counter and wider pantry offering.

IOL reported that Woolworths is changing the look and feel of its stores as competition in the premium grocery market intensifies, with greater emphasis on specialist food counters, fresh products and customer experiences.

Woolworths Food CEO Chan Pillay said the retailer’s strategy was being shaped by changing customer expectations.

“Our customers are looking for more than just convenience. They want quality they can trust, greater choice and fresh ideas for every meal,” Pillay said, according to BusinessTech.

The company has also been expanding products aimed at changing consumer preferences. In September, Woolworths launched a new Greek-style yoghurt range, with the company highlighting growing consumer interest in protein-rich foods.

The nine latest products therefore come as Woolworths doubles down on Food as a key driver of growth, combining new products with expanded stores, digital sales and upgraded shopping experiences

Follow Joburg ETC on Facebook, Twitter, TikTok and Instagram

For more News in Johannesburg, visit joburgetc.com

Featured Image:  X/@WOOLWORTHS_SA / African Insider

Words: Betha Madhomu / African Insider