Yellow Pack

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Yellow Pack was a brand used by the Irish supermarket chain Power Supermarkets, during the 1980s and 1990s.

Power Supermarkets—which traded under the "Quinnsworth" and "Crazy Prices" brands—introduced this packaging for products of their own brands, in an effort to both save costs and provide an identifiable brand for consumers.

The distinctive package of plain black print on a yellow background (white in the case of rival Superquinn's Thrift!—now replaced by Euro Shopper) indicated that the product was a cheaper version of a branded equivalent. For example, while Weetabix sold its cereal in nicely presented packaging, the substitute Yellow Pack "Breakfast Biscuits" were packaged with only the statutory information on ingredients, a contact address and a barcode on the box.

Amongst the brands most notable products was an extremely cheap Dutch lager, which was a favourite amongst underage drinkers.

As a promotional offer, Quinnsworth started offering reduced price flights to its customers. These were soon given the nickname Yellow Pack Flights.

In the mid 1990s, Power Supermarkets began to phase out the Yellow Pack brand, replacing them with two new brands. Budget products were branded "Five Star" (later "K.V.I" (Keenest Value in Ireland)), and a more up-market "Premium Choice" brand created for higher quality goods. After the acquisition of the company by Tesco, the brand was completely replaced by Tesco own-brands, including the similar in concept Tesco Value (this uses white rather than yellow packaging however).