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Making our own brands healthier

making own brands healthier
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Making healthier choices more affordable and accessible for customers


We continue to make our own brand products healthier by actively reducing salt, sugar, and saturated fat, while increasing whole grains and vegetables. We are committed to the targets set by the Australian Government’s Healthy Food Partnership, the New Zealand Heart Foundation’s Food Reformulation Programme, and our rigorous internal nutrition standards, which together guide all product development and innovation.

We have also removed all artificial colours, flavours, and added MSG from our own brand range. We support limiting the amount of industrially produced trans fats in the food supply, and no longer allow the use of partially hydrogenated oils (artificial trans fat) in any own brand product. Where relevant, we voluntarily include trans fat in our nutrition information panels.

Since F21, we have removed over 280 tonnes of salt, 1,200 tonnes of saturated fat, and 600 tonnes of sugar from Woolworths own brand products across Australia and New Zealand combined(1)

Tomato paste


Tomato paste is used by customers as a pantry staple and as a budget friendly alternative to fresh tomatoes. Since July 2023 we’ve reduced the salt in our Woolworths brand tomato paste (415g) by 51%, and increased the HSR from 3 to 4. This reformulation equates to removing 3 tonnes of salt from the food supply every year.

woolworths tomato paste

Wise wheat bread

Thanks to flour miller Allied Pinnacle, customers in Australia can buy in-store baked Woolworths brand white, seed and grain bread and rolls, containing flour milled from a unique, high-fibre wheat flour. Wise wheat flour contains six times more fibre than regular wheat flour, providing customers with a healthier and delicious option without having to change their daily habits.

 

Nutrition labelling

 

We support our customers to make informed and healthier choices through clear and transparent labelling, backed by strong voluntary commitments and internal policies:

  • Health Star Rating (HSR): We display HSR on all intended own brand products, and use it as a tool to help drive positive reformulation and healthier product innovation.

  • Nutrition claims: We have internal guidelines to ensure nutrition claims are used responsibly.

  • Responsible serving sizes: We aim to follow the Healthy Food Partnership’s Voluntary Industry Best Practice Guide for Serving Sizes where possible. We are also committed to standardising serving sizes across our range, and include practical descriptors (e.g. 1 slice, 2 biscuits) on pack where space allows.
  • Imagery for children’s packaging: Characters, graphics and activities that could be perceived as primarily appealing to children are only used on healthier (nutritious foods according to Dietary Guidelines or those with HSR ≥3.5) own brand packaging.

 

Awards and recognition


For five consecutive years (2019 - 2023), the George Institute of Global Health has ranked Woolworths Own Brands as the healthiest among Australia’s four major retailers. The most recent FoodSwitch: State of the Food Supply Report (2023) highlighted our leading position with an average Health Star Rating (HSR) of 3.4 compared with other major supermarkets(2).

Additionally, our products are consistently recognised by the annual Healthy Food Guide Awards. Curated by expert dietitians and nutritionists, the awards analyse the most nutritious packaged food and drink products available on supermarket shelves, frequently naming Woolworths Own Brand and Macro products as finalists and winners across the General, Special Diet, and Lunchbox categories.

 

Making healthier choices more affordable and accessible


We recognise that budget is a top barrier to healthy eating, so we are committed to making healthier choices more affordable and accessible for our customers. 

We offer multiple solutions to support budget-friendly eating:

  • Our Own Brand products provide an affordable, quality option.

  • The Odd Bunch range makes healthier foods, including fruit and vegetables, at least 20%* cheaper than comparable products. 

  • We include healthier choices (3) in our Supermarkets' seasonal Prices Dropped, Low Shelf Price, and standard yellow (discounted) promotional programs.

Accessibility is vital to help customers find these choices throughout their shopping journey. In Australian and New Zealand Supermarkets, we give customers the option of shopping from dedicated health aisles or finding healthier options displayed within their preferred category aisle.

 

(1) Figures calculated based on previous 12-month sales quantities prior to reformulation

(2) The George Institute for Global Health’s FoodSwitch: State of the Food Supply report (2019, 2020, 2021, 2022, 2023) based on mean Health Star Rating compared with Coles, Aldi and IGA.

(3) Healthier products include all nutritious products as defined by Australian and New Zealand Dietary Guidelines, and all discretionary products ≥ 3.5 Health Star Rating. 

*The Odd Bunch products have at least a 20% saving when compared to the price of a similar product (on either a per kg and or per item basis sold at Woolworths’ supermarkets or online, depending on the product). Some exclusions apply including markdowns, clearance items, Prices Dropped, Low Price and multibuy.

 

 

Return to Health and Nutrition

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