The No Frills value conscious supermarket brand introduced by the Franklins chain has returned to Australian shelves and will be available in all Victorian outlets of Supa IGA.

The re-emergence of the black and white packaging follows the Metcash acquisition of the Franklins supermarket chain in 2011. Metcash is the parent company of the groceries business IGA, which has owner/operator stores.

The range has been extended to include items such as bacon, cheese, diced tomatoes. flour, laundry powder and serviettes and an advertising campaign highlighting the choices will be run across online, print and radio.

Silvestro Morabito, Metcash Food and Grocery COO, said he was very pleased to be bringing back the iconic brand with a focus on extremely competitive prices.

“With the rises in day to day expenses, customers are looking for great value items to complement their family’s weekly grocery needs and No Frills is the perfect accompaniment to the fresh and locally sourced products available at Supa IGA stores,” Morabito said.

To celebrate the re-launch, Supa IGA is running a promotion with Fox FM. Listeners can enter for a chance to win IGA vouchers daily, and a major prize of $2000 cash and a $500 IGA voucher.

The supermarket business is also offering the winner the same monetary prize for their local community organisation or charity.