As part of its ongoing health transformation, Coles is introducing 150 new sports performance and health ingredients along with its own sports nutrition brand, Coles PerForm.
This follows the aisle shake-up Coles announced earlier this month, to integrate health products traditionally stocked in the health food aisle into their respective categories across the store.
As products such as gluten-free cereals, fodmap friendly soups, oils and nut spreads move mainstream, the space will now be stocked with brands including Muscle Nation, Amazonia Raw and Botanika Blends.
Coles has also released Coles PerForm, its own label sports nutrition range. It is designed to support muscle mass growth with 16 protein powders and bars available in plant and whey-based protein.
Coles general manager for grocery Leanne White said the sports performance products will enhance the health food aisle and support the high demand for healthier products. The company said sports and diet products are one of the fastest growing categories in its health food aisle and expects it to continue at the same pace
White said: “We’re seeing more and more customers look for healthier options or specific dietary requirements in the main grocery aisles – they no longer expect to go down one dedicated aisle to find these options.
“Our transformed health foods aisle is a giant leap towards delivering Coles’ purpose to sustainably feed all Australians to help them lead happier and healthier lives.”