Check out where I noticed the Darrell Lea Australia Day Rock Lea Road product at one Woolworths yesterday … yeah, the sale rack at the back of the shop. I though of this given the comments on my earlier post on this.
This store had a big Australia Day display on fixtures elsewhere in-store. Maybe the DL stock moved quickly and this was all they had left. Either way, it’s not a good look given that Australia day is a few days off yet.
Very simple explanation. Use by date.
I agree with Maria, products with a lapsed best-before date would generally sold at discounted prices.
Products did not have a lapsed use by date though.
It’s sad to see a once respected name being sold off a discount shelf.
DL or it’s distributors would have done much better to have removed all slow moving or unsold stock from the stores.
DL is not the quality of product that consumers would expect to see bastardised like that.
Bit of a shame, hopefully the new owners will be able to rejuvenate the brand and get it back where it was, but they have a battle on their hands I think with their current tack.
Local IGA has removed Darrell Lea stand completely. It did not even make it to Easter