Private Label

Shoprite in South Africa Champions Protein with Bargain Frozen Fish Line

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As South Africa’s post coronavirus pandemic economy copes with a 7.8% rate of inflation, rising fuel, electricity and food costs, the Shoprite supermarket chain stands by its commitment to everyday low prices and making quality, affordable protein-rich alternatives available to customers. Toward this end, it has added four new frozen fish variants in 2kg packs to its Cape Point private label range: Atlantic Mackerel, Maasbanker, Hake and Tilapia. They are distributed in durable bags with handles for easy carrying, and priced from R99.99 to R149.99 per unit, which equates to around R50 to R70 per kg.

The nation’s Household Affordability Index highlights how harsh economic realities force families to prioritize foods like maize meal, rice, cake flour and sugar, which fill stomachs but don’t properly nourish bodies. Nutritionally superior, protein-rich foods become luxuries and this negatively impacts immunity, child development and overall household health.

The Cape Point range is exclusive to Shoprite and Checkers stores. Their parent company, Shoprite Holdings Ltd, is Africa’s largest supermarket retailer, operating more than 2,943 stores. Its Brackenfell headquarters is in the Western Cape province of South Africa.