Coles Express to be phased out and replaced with Reddy Express

Viva Energy, which acquired Coles Express last year, has announced its new Reddy Express label will replace the existing brand.

The Reddy Express brand will operate alongside the OTR offer, of which Viva’s acquisition is currently in the regulatory approval stage, and will see some Coles Express stores move directly to OTR while a portion of the network will operate under the Reddy Express brand.

Jevan Bouzo, CEO of the Viva Energy Convenience and Mobility business, said the transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step while they await the approval process of the OTR acquisition.

“As we announced this year, once approved, OTR will be our leading convenience brand which is planned to be rolled out across the network longer term and represents a world-class convenience offer matched with high-quality Shell fuels.”

The Reddy Express brand will support and enhance the existing offer, with award-winning coffee, snacks and high-quality food-to-go. Customers will continue to have access to existing loyalty programs, including participation in FlyBuys, the 4cpl discount dockets with Coles supermarkets and have access to high-quality Coles branded products.

“This is an important part of our journey to become an integrated fuel and convenience business. We are well on the way, and I know our customers are going to love what we have in store for them in the future.”

To stay up to date on the latest industry headlines, sign up to the C&I e-newsletter.

Leave a Comment

Your email address will not be published. Required fields are marked *

Scroll to Top