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In October 2006, Progressive Enterprises announced a discount fuel scheme with Gull Petroleum and Shell to offer discounts on petrol when shoppers spent $40 or more in their Woolworths, Foodtown or Countdown Stores. This scheme was similar to the one their parent company Woolworths Limited offered in Australia.
In 2008, Progressive Enterprises announced their intention to phase out the Foodtown brand. Existing Foodtown locations were to be rebranded as [[Countdown (supermarket)|Countdown]] over a 5-year period, as each store was to receive periodic upgrades.<ref>{{cite news|url=http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10598704|title=Foodtown, Woolworths brands on way out | work=The New Zealand Herald | date=21 September 2009}}</ref> No existing Foodtown stores were to be closed as a result of this – although the store in Cameron Road, Tauranga, which was situated almost directly opposite a Countdown store, closed on 1 May 2011 due to "dwindling profits".<ref>{{Cite web|url=http://www.sunlive.co.nz/news/11638-tauranga-foodtown-set-to-close.html|title = SunLive - Tauranga Foodtown set to close - the Bay's News First}}</ref> In some areas, the location of a Foodtown near a Countdown resulted in two Countdowns close to each other, sometimes 100m. For example, a Countdown exists in the Manukau City Mall located at Westfield Manukau as well as in the stand-alone Manukau branch located on Great South Road. Another notable mention is the Countdowns in Highland Park, where there are Countdowns within 100m of each other.<ref>{{cite news|url=http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10598786|title=Supermarkets rebranded in $1b overhaul | work=The New Zealand Herald | first=Maria|last=Slade|date=21 September 2009}}</ref> Another example is at Westfield Glenfield which has two Countdowns almost directly opposite each other, one of them being a converted Foodtown.
On 14 November 2011, the last Foodtown, at Browns Bay, was rebranded to Countdown, bringing an end to the iconic New Zealand brand.<ref name="closure"/>
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