Progressive Enterprises says changing the names of all its supermarkets to Countdown has won it customers.
The company has waved goodbye to its Woolworths and Foodtown brands for good, with the rebranding of its final two Foodtown stores in Browns Bay and Howick, Auckland, on Monday.
Progressive holds 43.5% of the supermarket sector in New Zealand.
Foodstuffs, which operates the New World, Pak 'N Save and Four Square stroes, controls the remainder.
Progressive managing director Dave Chambers says the company is growing three times faster than Foodstuffs.
He says Progressive plans to open five new Countdown stores before the middle of next year, including one on Victoria Street in Auckland City.