Coles slashes private label prices as supermarket price war rages on

Australia’s supermarket price war shows no sign of slowing with Coles the latest grocery retailer to announce a new round of price cuts.

Coles has dropped the price of 145 Coles Brand products, with some items discounted by as much as 25 per cent. In addition to the price cuts, Coles has also added around 1000 Coles Brand products to the Every Day low pricing banner.

Since January, Coles has almost doubled the number of products on Every Day low pricing with the total now reaching more than 4000 products.

“Moving almost 1000 Coles Brand products to Every Day pricing is the biggest price promise we’ve ever made to our customers,” Coles managing director, John Durkan, said.

“Our Every Day prices give customers value they can trust every time they shop with us and means they don’t have to wait for a special to buy at a great price.”

The below products are some of the Coles Brand products that have dropped in price:


In May Coles seized a true convenience lunch and dinner opportunity introducing more than 40 ready-meals under its private label range.

Developed in conjunction with Australian producers, the Coles brand ready-meals are available in stores nationwide and online.

The range offers a variety of portion sizes, with prices from $5. The range includes salads, soups, curries, quiches, pizza, pasta dishes and fresh pasta sauces, with options such as Coles Quiche Lorraine (700g, priced at $10), Coles Butter Chicken and Basmati Rice (350g, $5), Coles Beef Lasagne (400g, $7), and Coles BBQ Chicken & Bacon Pizza (470g, $5).

Jeff Rogut, CEO of the Australasian Association of Convenience Stores (AACS), told C&I Week at the time of the new range’s launch, the ready-meal market remains a huge, untouched opportunity for local convenience stores following the growth and success of the segment internationally.

“[Australian] convenience stores have not missed the boat, but a move by Coles or any other large retailers that invests in promoting the concept and creating awareness and demand is healthy for all parties.”

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