It's thought Countdown's $400 million rebrand is a waste of time, money and poor timing as many Kiwis struggle to pay for their groceries.
The supermarket chain will revert back to Woolworths early next year, 12 years after changing to Countdown.
Sign changes start next month, along with store upgrades.
Massey University Marketing expert, Bodo Lang, told Kate Hawkesby there's a danger the Australian ownership becomes more noticeable in the rebrand, and puts New Zealanders off.
He says there's also a risk the rebrand's costs will be passed onto consumers, at a time food prices are already at record highs.
LISTEN ABOVE
See omnystudio.com/listener for privacy information.
Popular Podcasts
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.