SOUTH AFRICA – Pick n Pay, one of South Africa’s leading retailers, has partnered with Cape gulf Brands and Premier Fishing to relaunch the popular fish paste products, Redro And Peck’s Anchovette to local store shelves.
These beloved products, Redro and Peck’s Anchovette, will be exclusively available in Pick n Pay stores after being discontinued nearly two years ago.
Redro, a brand with over 30 years of history in the local savory spread market, was created and manufactured in South Africa.
Peck’s Anchovette, with origins in the United Kingdom dating back to 1891, made its way to South Africa in the 1960s.
Redro’s iconic 1980s advertisement, featuring a young boy who affectionately referred to everything he loved as ‘Wedwo’ (Redro) after his favorite spread, has left a lasting impression on the memories of many South Africans.
Andrew Mills, the Chief Marketing Officer at Pick n Pay, expressed his excitement about bringing back these beloved classics, stating, “We are really delighted to bring the taste of nostalgia back by reintroducing these beloved classics. We’re dedicated to bringing customers not just groceries but moments of joy and cherished memories through the products we offer.”
Currently, the Redro and Peck’s Anchovette products are available in over 50 Pick n Pay stores in the Western Cape, with plans to roll them out to stores across the country. All Pick n Pay stores nationwide are expected to stock these products within the next two weeks.
This decision followed a pattern of Pick n Pay listening to its customers’ preferences and delivering on their demands.
In June, the retailer successfully reintroduced Hellmann’s Mayonnaise to its shelves after widespread disappointment among shoppers when the American brand was removed from the local market.
Pick n Pay has become the official retail partner for relaunching the Pecks and Redro brands in the South African market, aligning with their commitment to providing customers with products that evoke fond memories and a sense of nostalgia.
“Customers are at the heart of our business. Consumer sovereignty informs everything we do, from how we source and buy our products and the product range we offer, to how we design and run our stores to give customers great value and service,” the company noted in its 2023 annual report.
“Putting the customer first means we always work hard to understand their diverse and changing needs and how we can serve them better.”
The group added that the have moved hand in hand with the changing needs and aspirations of its customers for 56 years.
Under the Group’s Ekuseni strategy, the Pick n Pay brand is even closer to customers – with Pick n Pay and QualiSave providing product ranges, promotions and customer engagement specifically tailored to meet the needs of customers served.
