SuperValue

For other uses, see SuperValu.

SuperValue is a chain of locally owned and operated supermarkets in New Zealand, established in 1964. The stores are operated under franchise agreements, with franchise and group operation controlled by Wholesale Distributors Limited (WDL).^[1]

SuperValue

SuperValue Logo
SuperValue outlet in Flat Bush
Company type	Division
Industry	Retail
Founded	1964; 61 years ago
Headquarters	New Zealand
Number of locations	5 stores (2025)
Key people	See Parent
Owner	Woolworths NZ
Parent	Woolworths Limited
Subsidiaries	SuperValue Community
Website	www.supervalue.co.nz

There are 5 SuperValue stores around New Zealand.^[2] The franchise is owned and operated by Woolworths New Zealand^[3]

History

G.U.S. (Grocers United Stores) was launched as a grocery store co-operative in 1928, and quickly opened 15 stores. Store numbers reached 167 in 1948.

The Opawa, Christchurch store became the first store under the SuperValue brand in 1964.^[4] SuperValue started out as SuperValu, with no ‘e’, but following an uproar from customers about the spelling that it was quickly changed.^[5]

The 1964 opening of the first SuperValue store was a turning point when New Zealand started adopting the supermarket concept from overseas. At the time this was different for New Zealand consumers, whose usual style was picking weekly groceries from many outlets.^[5]

SuperValue Supermarkets was purchased by JR Rattray in 1991. Countdown, SuperValue and Rattray were purchased by Foodland (FAL) in 1993. The brands became subsidiaries of Progressive Enterprises in 1995.

In 2008, SuperValue had 39 stores, including seven in Auckland. ^[6] 13 in 2008^[6]

There were 41 SuperValue stores in 2015.

In 2023, Woolworths Group New Zealand began the process of rebranding all SuperValue stores to Freshchoice. As of July 2025, there are only 5 SuperValue stores remaining.