Coles is integrating health products traditionally found in the ‘health foods’ aisle within their respective categories, with breakfast being the first major transformation.
Leanne White, Coles General Manager for Grocery, says the “reinvigorated” breakfast aisle is one giant leap towards delivering Coles’ purpose to sustainably feed all Australians to help them lead happier and healthier lives.
“The changes we’ve made to one of our most popular categories at Coles, will help make it easier, enjoyable and affordable for millions of customers, particularly those with special dietary requirements, to shop for suitable healthy breakfast options,” she says.
The major shift in the breakfast aisle will also see 55 new Coles-exclusive products arrive to support the growing customer demand for healthy, delicious, and best value muesli, cereal, oats and breakfast on the go.
New products include Coles’ first-ever breakfast in beverage form, Breakfast on the Move (BOM), Wellness Road toasted muesli range with high fibre grain BARLEYmax, and an exclusive range of 11 nutritious ‘Goodness Bowl’ cereals and low sugar mueslis from Uncle Toby’s.
“We know how important health and value is to our shoppers so we’ve introduced new products like BOM to provide a convenient and more affordable breakfast on-the-go solution, as well as partnering with Uncle Toby’s to exclusively stock their Goodness Bowl range for customers looking for tasty new alternatives to traditional cereal and muesli,” Ms White says.
With 97% of Coles customers shopping in the breakfast aisle every week, the new tailored layout aims to help make dietary options such as gluten free cereals more accessible and easier for customers to find in one destination, including a new ‘Gluten Free Cereal’ section – previously only found in the health food aisle.
Coles customer research found that health and value are the major factors that customers consider when deciding what to eat for breakfast, while also identifying an increase in demand for more convenient, “portable breakfasts,” with 80% of customers saying they preferred beverages at breakfast time over meals.