Go big or go home: Coles kicks off new supermarket price war with bulk-size groceries

Coles looks set to give wholesale retailer Costco a run for its money by launching a new range of bulk-size grocery products as part of a new campaign that could trigger a fresh supermarket price war.

Coles is introducing ‘Big Pack Value’ products to help shoppers save on items they never want to run out of, including tea, coffee, tomato sauce, olive oil, and rice, with many more ‘own-brand’ products also set to hit the shelves.

Customers have also been told that prices will be coming down on a number of household staples, such as RSPCA Approved Whole Chickens at $3.90 per kilo (down from $4.50) and RSPCA Approved Chicken Thighs at $11 per kilo (down from $12), as well as breakfast favourite crumpets down to just $1 per six pack (from $1.35) and lunch wraps at $2 per six pack (down from $2.30).

Additionally, customers can expect to see ‘Mix Match ‘n Save’ offers which entail seasonally relevant bundled deals on items such as dips, yoghurts, snacks, bakery, prepacked vegetables, and baby food where Coles says consumers want variety.

There will also be hundreds of new own-brand products added to help customers find value and try the latest flavours, meal solutions and food innovation, Coles says.

Coles Chief Marketing Officer, Lisa Ronson, said the new campaign is aimed to help lower the cost of living for Australians.

“We are helping to lower the cost of dinner, lunch and breakfast solutions with a focus on own brand fresh products and branded big value packs in grocery,” Ms Ronson said.

“We’ve been reviewing the products our customers are buying every day and determining where we can really make a difference to their cost of living. Our vision is to be the most trusted retailer in Australia and we must take a customer obsessed approach to value.

“Chicken is the number one dinner protein, so we’ve made a big investment in lowering the price and giving customers a whole RSPCA Approved chicken to feed their family for less than $4 per kilo.

“We know customers need bakery staples like rolls, wraps, croissants and muffins day in day out for breakfast and lunch so we’ve lowered the price on these items knowing it can make a big difference to their budget.

“We know the cost of living in Australia is rising with many Australians struggling to pay their everyday bills. That’s why we are determined to offer our customers the best value on the products they buy the most and also find new ways for them to save across the store.”

Picture credit: Shuang Li/shutterstock.com

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