Coles targets health-conscious Aussies with private label

Supermarket giant Coles is targeting the 40 percent of Australians seeking healthier food choices with the launch of a new private label health food range.

Wellness Road aims to provide customers with  “uncomplicated, nutritionally balanced” options to make meals more nutritious.

The new range comprises 28 products including organic foods, seeds, flour, grains, noodles, and oil.

“Industry stats suggest that the health food aisle is growing twice as fast as retail food sales overall,” a Coles spokesperson said.

“Wellness Road is about our strategy at Coles of lowering the cost of living for Australians and how we give them better quality foods at lower prices.”

Coles has designed Wellness Road to make healthier eating more accessible and affordable to customers of all ages.

“From teenagers through to those in their 60s and 70s our customers are telling us that they want to eat less processed foods and cut back on sugar and salt,” the spokesperson added.

The supermarket giant has been making waves this week that Coles is taking a two-pronged approach to gain market share and grow sales, with some stores to be reformatted towards convenience, with a bigger range of ready-to-eat meals, and some stores to be reformatted towards value. Managing director Steven Cain is expected to unveil the strategy next month.