Coles is targeting the 40% of Australians seeking healthier food choices with the launch of a new “better for you” private brand.
The new brand Wellness Road aims to provide customers with “uncomplicated, nutritionally balanced” options to make meals more nutritious.
The brand features 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.”