South African retailer Pick n Pay has launched a new supermarket brand it says is aimed at consumers from the growing middle market.

More than 100 existing stores will be converted into Pick n Pay QualiSave stores across the country.

The new name was launched at the Eerste River store in Cape Town. The company says six QualiSave stores have already been upgraded in the past three months.

These stores will offer shoppers an assortment of 8,000 products with an emphasis on essentials.

“It’s very much focused on fresh, especially bakery, and produce and meat, which play a very dominant and strategic role, and so what you see and what we do with the products is up to you. , all with the goal of serving customers in a more sophisticated and targeted way in the communities we serve,” says Pick n Pay Group CEO Peter Boon.

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