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Darrell Lea in Officeworks

IMG_0964I was surprised to see Darrell Lea liquorice at Officeworks in Pitt Street Sydney yesterday. The Officeworks price is $1.00 per pack higher than I can easily find it elsewhere. So much of the Officeworks low prices claim in their expensive ad campaigns.

The other surprise was the placement of the product in a dump bin, next to what look like cheap products. This is not the type of representation I expect to see for a quality brand.

Dump bins in Australian retail typically suggest a deal. This is not a deal.

If you sell Darrell Lea and have an Officeworks nearby, be aware.

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  1. Cuddles

    It was generous of Officeworks to allow you to photograph this.

    4 likes

  2. Jeff

    Troll.

    3 likes

  3. Angelo

    This is identical to the display in our local corporate Aust Post store. I used to move quite a bit of DL particularly in the winter with around 15 cartons of stock per week. The new ownership may well have rescued the brand however I feel that its proliferation in servos, Post Offices, Officeworks … you name it has cheapened the brand. Maybe it’s just me but I don’t believe the product even tastes the same as it once did. The liquorice you took a photo of was their hero product as is now a poor shadow of its former self.

    2 likes

  4. eric

    i stop selling DL, i prefer Dolce

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