The old Woolworths bag alongside the new one.
Image: X
In a subtle yet striking move, Woolworths has quietly replaced its familiar black reusable shopping bags with a fresh white, semi-transparent design.
IThe change may appear purely aesthetic at first glance, but the timing and the design itself speak volumes.
What once was a discreet, utilitarian shopper is now a bag that openly shows its contents. The shift from opaque to translucent transforms the bag from simple carry-all into something more visual, and more symbolic.
Transparency — literally
The semi-transparent material forces what’s inside to be visible. In a climate where the black bag recently became infamous, following allegations that Vusimuzi “Cat” Matlala used such a bag to move large sums of cash, the change feels pointed. It’s a design that leaves little to the imagination.
Sustainability meets style
Woolworths has long committed to phasing out single-use plastics and offering reusable, recyclable bags. The new design aligns with that commitment, while giving the bag a cleaner, more contemporary aesthetic.
Brand distancing — or rebranding?
The timing of the rollout, shortly after the Matlala testimony, led many to read the new bag not just as a functional upgrade, but as a symbolic break from the “money-bag” stigma
Online reaction was almost immediate.
People noticed the shift, the white, slightly see-through bags stood out, prompting jokes and memes.
Some claimed it was Woolworths’ way of “whitewashing” the scandal; others laughed at the idea of now being forced to “audit” their groceries.
Whether mockery or approval, the new bag has become a talking point, but this time, the conversation is about a design change rather than illicit envelopes.