Woolworths' Select brand will join Homebrand and the Cheap Cheap advertising campaign on the scrap heap, with the supermarket giant confirming it will phase out its mid-tier brand.
Select, introduced in 2005, will be replaced by a new brand called simply "Woolworths" as part of chief executive Brad Banducci's effort to lift the struggling retailer's sales.
The move comes in the wake of Woolworths' decision to dump its 33-year-old Homebrand label, which itself came after the retailer axed an unpopular advertising campaign starring animated birds and singer Samantha Jade.
More than 1,000 products carry the Select brand, ranging from frozen pies and berries to razor blades.
A company statement issued on Monday said the Woolworths label will focus on food and will more than 2,000 products.
"The Woolworths label will allow us to offer our customers fresh produce and food products that are more consistent in their promise and delivery," a statement from Woolworths said.
"On price we will offer our customers greater value, which will see the Woolworths label being more competitive in the marketplace than Select currently is."
The label will be rolled out over the next couple of years, with the bulk of the new range sitting on shelves in the 2017 financial year.
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