Coles launches ‘Simply Less’ range to encourage healthy eating

Posted by AFN Staff Writers on 16th October 2012

Coles Supermarket group has announced the launch of a range of 90 ‘Simply Less’ healthy food options to encourage Australians to choose healthier food options. The ‘Simply Less’ range was developed in response to Coles customer research which highlighted Australian’s concerns regarding both health and the cost of living.

According to Coles, the ‘Simply Less’ products are an average of at least 15 per cent cheaper than the leading brand equivalent. The range includes ready-made meals and snacks, dairy products, cereals and guilt-free treats that have been developed by chefs and nutritionists.

Coles said that their consumer research found that 1 in 2 Australians are currently trying to lose weight, and that 86 per cent of Australians want to purchase more healthier food than they currently do.

Moreover, the Coles research reported that 60 per cent of Australians are discouraged from choosing healthier options due to price.

“Our research indicated that Australians are looking for a healthier and tastier option for less. With a price point set at least 15% cheaper than the equivalent leading branded product, Coles Simply Less will change this category by proving that quality food does not need to hurt the hips or the hip pocket,” said Simon McDowell, Coles Group Director, Marketing.

Australian Food News recently reported a similar move by US supermarket Walmart, implementing a price discount system for their ‘Great For You’ range of foods to encourage their consumers to eat healthy.

The Coles ‘Simply Less’ range is available in stores now.