Coles’ cheap versions of pricey food


Coles is branching out into the booming health foods industry with a new brand offering of 28 products aimed at clean-eating consumers.

The major supermarket says more than 40 per cent of Australians want to eat more healthily but often can’t afford the higher cost of items commonly in this range.

The company announced on Thursday its owned brand Wellness Road would be more accessible to shoppers juggling cost-of-living pressures, Coles chief operating officer Greg Davis said.

“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,” he said.

“Customers also don’t want to change their entire diet or pay a huge premium for healthier foods, and they don’t have time to make a special shopping trip for a couple of ingredients.”

The Wellness Road line, which includes organic black rice noodles with chia and Australian almond flour, are healthier than the regular grocery products containing no artificial colours and flavours and less saturated fats — view a full list of the range of products at the bottom of the story.

“What we’ve looked to do with Wellness Road is simply provide our customers with uncomplicated goodness — delicious tasting and nutritionally-balanced products — and importantly, at great value,” Mr Davis said.

Sydney Swans resident chef and former MasterChef contestant Courtney Roulston said the range would make it easier for consumers to eat more healthily.

“Great cooking relies on great ingredients, and when you have a range of healthier products that are more readily available and affordable, there’s no excuse that your next meal shouldn’t be delicious and healthier.” she said.

This is the third major announcement from Coles this week, as the supermarket giant aims to accelerate sales growth since breaking away from conglomerate Wesfarmers at the end of last year.

On Monday, the company said it was ramping up its convenience strategy by adding 75 new products to its range of ready-to-eat meals intended to be bought and consumed on the run.

The plan will include beginning to refurbish 100 supermarkets in the next six months to allow them to stock classic cafe-style meals, such as the Australian favourite avocado with mini toast.

“Our customers are increasingly seeking to reclaim their time but with minimum compromise on freshness, quality and flavour,” a Coles spokesperson told

And then on Wednesday, Coles announced it was beginning to stock super-sized products to rival US bulk-buying competitor Costco.

More than 25 products would be offered in value-sized packs — from cereals to baking products and special treats — and allow shoppers to save 60 per cent on some products.

The larger product range, including pasta, cereals, couscous and breadcrumbs, will be available in stores from today.

Mr Davis warned stocks might vary from store to store and to shop early to avoid disappointment.

“We know our customers look for value when stocking up on pantry staples, and offering some of our popular products in bulk is one way we are helping our customers save time and manage the family budget,” he said.

The Wellness Road range is available at selected Coles supermarkets and online

throughout Australia and includes:

— Wellness Road Organic Black Rice Noodles with Chia (225g) $2.75

— Wellness Road Australian Almond Flour (300g) $10.00

— Wellness Road Australian White Chia Seeds (300g) $8.00

— Wellness Road Organic Australian Black Chia Seeds (300g) $8.00

— Wellness Road Organic Cacao Powder (500g) $10.00

— Wellness Road Premium Sunflower Kernels (500g) $4.90

— Wellness Road Tiger Nut Flour (275g) $10.00

— Wellness Road Organic White Quinoa Grain (1kg) $10.00

— Wellness Road Pumpkin Kernels Premium (300g) $4.50

— Wellness Road Organic Tri Quinoa, Gluten-Free (500g) $7.00

— Wellness Road Black Chia Seeds (300g) $8.00

— Wellness Road Brown Flaxseed Meal (500g) $4.00

— Wellness Road Premium Sesame Seeds (250g) $3.80

— Wellness Road Australian Golden Flaxseed (500g) $4.50

— Wellness Road Organic Buckwheat Flour (500g) $5.00

— Wellness Road Australian White Grain Quinoa (300g) $8.00

— Wellness Road Polenta (500g) $3.00

— Wellness Road Premium Stabilised Wheatgerm (375g) $3.00

— Wellness Road Spelt Organic Wholemeal Flour (750g) $750

— Wellness Road Australian White Quinoa Grain (300g) $5.50

— Wellness Road Nutritional Yeast Flakes (200g) $8.00

— Wellness Road Organic Brown Rice Noodles with Chia (225g) $3.75

— Wellness Road Organic White Quinoa (500g) $7.00

— Wellness Road Textured Vegetable Protein (400g) $6.00

— Wellness Road Organic Australian Flax Oil (200ml) $10.00

— Wellness Road Organic Buckwheat Kernel (500g) $3.50

— Wellness Road Organic Golden Flaxmeal (500g) $5.70

— Wellness Road Organic Red Rice Noodles with Chia (225g) $3.75

Continue the conversation on Twitter @James_P_Hall or