Coles has announced it will integrate health products, traditionally stocked in the health food aisle, into their respective categories across the store. The announcement came just days after Coles released its full sustainability strategy.
General manager for Grocery Leanne White said, “Customers will love the simplicity of finding their favourite breakfast products in the main aisle and making healthy choices part of their everyday lives.
“Products such as cereals, oils and nut spreads, originally located in the health food aisle, will move to their respective product aisles, meaning similar food groups will now be located next to each other.”
The breakfast aisle is the first to undergo transformation, with White saying it was “one giant leap towards delivering Coles’ purpose to sustainably feed all Australians to help them lead happier and healthier lives”.
While many products that had previously been in the health food aisle, including gluten free cereals, will now sit alongside traditional cereals, the supermarket giant has launched 55 new healthy breakfast options, 34 exclusive to Coles, as well as its own brand breakfast drink, Breakfast on the Move (BOM).
The BOM range comes in six flavours: banana, strawberry, chocolate, vanilla, coffee and cookie. All are available in a three pack and all except the cookie flavour come in a six pack. The 250 mL drink has a 5 Star Health Rating, 11 vitamins and minerals, low Gi, prebiotic fibre, protein and no artificial colours or flavours.
Coles’ new Wellness Road toasted muesli range contains high fibre grain BARLEYmax, prebiotic fibre and resistant starch to promote gut health, beta-glucan which helps lower cholesterol, source of protein and no artificial colours, flavours or preservatives. Made in Australia using Aussie oats, the range includes four flavours; Super nutty; Fruit & nut; Cranberry & raspberry; and Almond & apple, available in 500g packs.
There will also be an exclusive range of 11 nutritious Goodness Bowl cereals and low sugar mueslis from Uncle Toby’s.