Woolworths has introduced a range of Macro-branded products in about 300 of its 800 supermarkets and will develop the brand further if there is favourable consumer reaction.
The Macro range currently consists of 80 products, including honey and peanut butter, nuts and dried fruit.
Woolworths purchased eight Macro Wholefoods stores, and the Macro brand, mid-year from billboard executive Pierce Cody and music and lingerie entrepreneur, Brett Blundy for the rumoured price of $16 million. The stores have since been converted to Thomas Dux Grocer.
Thomas Dux sits somewhere between a small mainstream supermarket and a top-end specialty providore. A fourth Melbourne store was recently opened and the fifth is planned for Port Melbourne in January.
The first Thomas Dux opened in the northern Sydney suburb of Lane Cove in April 2008. Since then, nine more stores have opened in Sydney and Melbourne.
After the (Thomas Dux) concept was conceived, Macro Wholefoods - with a small but loyal customer base - approached Woolworths to buy the chain.
Gourmet deli goods, from cheeses to smallgoods, are available, alongside good-quality breads from La Madre and Irrewarra Bakery. There are products from smaller niche producers, including sparkling honey drinks from Beechworth Honey, salmon from Tasmania's Huon Aquaculture, organic dips from Victoria's Organic Indulgence and fresh pasta products from Melbourne's Alligator Brand.
They are products not usually found in Woolworths supermarkets.
The supermarket giant has stated publicly it has made few changes to the Macro packaged food range previously sold in Macro stores but would consider changing the range at some future time.
The Macro-branded range has strengthened Woolworths' organic and health food offer which currently consists of the Naytura and Organics private label products.
FOODweek 1997 - 9 December 2009