Aimed at adults, the range is a first for the Woolworths Group stores, which have over the years only pushed collectables for children.
The pieces are available to Everyday Rewards members, who can earn and redeem points for their tableware of choice.
Woolies goes head-to-head with Coles
The premium tableware collection is set to rival Coles' glassware collectables by German-owned Schott Zwiesel, which launched early last month.
A total of six vivo Villeroy & Boch Tableware products will be available for redemption from Wednesday 19 October. The tableware will include crystalline glassware, stainless steel cutlery and 100% porcelain clay plates, which the company says are all dishwasher safe, while the plates are microwave safe.
Everyday Rewards Managing Director Hannah Ross says the new tableware collection will give customers the opportunity to get more value each time they shop at Woolies supermarkets, Metro and Big W.
"Whether customers are looking to mix and match a few pieces currently missing from their table, or they're focusing on building a set, the new vivo Villeroy & Boch Group Tableware offers something for everyone.
How to get Tableware collectables at Woolies and Big W
Customers will receive one Reward Credit on their Everyday Rewards account for every $20 they spend in-store or online when they scan their Everyday Rewards card.
Once the minimum credit amount is achieved, customers can redeem one of six available Tableware products for free at Woolworths supermarket and Big W stores, and select Metro stores.
And for the first time, the retailers are also offering a part-pay option for customers who want to build their collection faster or do not have enough Rewards Credits to redeem for free. The collection can be redeemed through a part-payment of Rewards Credits and cash, offering more ways for customers to redeem.
Alternatively, customers can purchase the Tableware outright without taking part in the promotion.
The earn and redeem program lasts until January 17, 2023, while stocks last. Between January 18 and January 31, the program will be redeem-only, while stocks last.
Do you have a story tip? Email: email@example.com.