Coles has transformed its health foods section, moving products traditionally found in the category, such as fodmap-friendly soups, gluten-free cereals, oils and nut spreads to their respective mainstream aisles.
The revamp has provided space for more than 150 sports-performance and health products from brands like Amazonia Raw, Muscle Nation, and Botanika Blends, which join Coles’ shelves for the first time.
These products include protein bars and custards from Muscle Nation, 20 new protein products and pure creatine from Body Science (BSC), Macro Mike’s powdered peanut butter and brownies mix, Dose & Co Marine Collagen and 180 Nutrition protein powder and bars. New health ingredients include Superfood Protein Ball Mixes from Mount Elephant and Melrose Superfood Powders and MCT Oils.
According to Coles, the expansion of the health aisle comes as “Sports & Diet” was identified as the fastest-growing segment of the supermarket’s health food aisle between 2014 to 2019. Earlier this month, Coles revealed it had moved cereal products from the health-foods aisle into the breakfasts area.
“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,” said Leanne White, GM, Coles.
“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.”