Coles launches new private label

Date : 21 May 2019

Coles has launched a new healthy living private label brand called 'Wellness Road'.

Specialist premium healthy living range

The new Wellness Road range includes 28 products such as organic flaxseed oil, organic buckwheat kernels, tiger nut flour, organic red rice noodles with Chia and textured vegetable protein. Coles has launched the range, which has premium black and gold packaging, to give health conscious shoppers a more affordable range of nutritionally conscious products. As well as affordability, the products include specialist ingredients that are not part of the Coles range currently and will appeal to a new set of shoppers.

Private label penetration and innovation a priority

Growing private label range and penetration is part of Coles' strategic objective to transform its food offer. The retailer already has specialist healthy living ranges under the Coles Simply Less and Coles Simply Gluten Free brands, however is keen to develop this area further. At its half year results, Coles announced that it had launched 700 new private label products, with penetration of private label now at 29% of sales and product innovation a real focus.