It's thought Countdown's $400 million rebrand is a waste of time, money and poor timing as many Kiwis struggle to pay for their groceries.

The supermarket chain will revert back to Woolworths early next year, 12 years after changing to Countdown.

Sign changes start next month, along with store upgrades.

Massey University Marketing expert, Bodo Lang, told Kate Hawkesby there's a danger the Australian ownership becomes more noticeable in the rebrand, and puts New Zealanders off.

He says there's also a risk the rebrand's costs will be passed onto consumers, at a time food prices are already at record highs.

LISTEN ABOVE

• Final Countdown: Supermarket giant spending $400m to rebrand back to Woolworths
• 'Count up': Kiwis mock supermarket name change during cost of living crisis