In 2011 the chain was bought by Metcash and the stores were sold off, shut down or converted into new supermarket banners or other brands.

[2] Under their leadership it grew to cover much of New South Wales, and created a reputation for low prices.

However, unlike Aldi in Europe, Franklins also retained a wide range of brand items.

Eventually the name replaced the white-on-red 'Franklins' in the home state of NSW, until the brand reverted to a red, white and black 'Franklins'.

This was a "food barn" format Dairy Farm had developed in New Zealand as "Big Fresh".

These stores featured "outback" or farm style decorations, and animatronic displays which could be activated by customers – including singing chickens and dancing fruit.

In contrast to "Franklins No Frills" stores, they sold fresh produce, baked goods and meat as well as groceries.

Pick 'n Pay bought all but one of the 21 Fresco supermarkets and rebranded them as Franklins stores at the same time.

In January Aldi launched in NSW, and quickly filled the void left by Franklins in many areas.

Later that year, the "No Frills" generic product range and the brand itself is revamped and then promoted by its new mascot, "Red Sock".

Also in 2006, Franklins launched its own loyalty club and begins changing a few stores to the franchise model.

On 1 July 2010, it was announced that all 85 stores had been sold to Metcash for A$215 million, to become part of the IGA chain.

[7] In April 2015, the last store, located at Westfield Miranda, closed, ending the business after over 74 years of operation[8] Historically, Franklins never advertised due to it being a "no-frills" supermarket.

In the early 1990s Franklins launched its first TV advertisement with the slogans "More in your trolley for less" and "Good ol' Prices are Back".

Shortly after Dairy Farm International exited the business in 2001, Franklins' advertisements used the slogan "Saves You Money".

That slogan is now rarely used, being largely replaced with and branded as "Australia's Original Discount Grocer".

The No Frills generic product range was relaunched in 2003 and promoted by its mascot "Red Sock" on TV advertisements and on its website.

"Red Sock" now appears once every so often in the regular advertising on TV, radio, newspapers and catalogues for Franklins.

In 2011 the flash mobbing technique was used with shoppers and employees singing and dancing to the "Franklins Supermarket Spectacular" across their stores to promote Franklins during a time when Coles used their ever-popular "Down, Down, Prices Are Down" advertising campaign and the downwards pointing red hands to promote their sales.

In 2012, the last year of Franklins as a separate chain in its own right, Franklins returned to using the Dairy Farm-era slogans "More in your trolley for less" and "Good ol' Prices are Back" in retro-style promotions alongside its Pick-n-Pay-era "Australia's Original Discount Grocer" slogan.

The chain also joined the divisive $1 milk price wars along with Coles, Woolworths, Aldi and some IGA supermarkets.

Originally, the No Frills brand was only used for its peanut butter, honey and potato chips but has since expanded its range to more than 800 products in packaged groceries and perishables.