Coles Puts Australia on Wellness Road

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.”

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.