Australian retailer Coles has launched a healthy eating private label value range across it stores.

Available from 10 October, the Simply Less line comprises a selection of 90 products from ready-made meals and snacks to dairy products and cereals.

Coles said it launched the range in response to customer research, which highlighted
“Australians’ concerns regarding both the health of themselves and their family, and
the ever-increasing cost of living”.

Items in the range include: multi-grain cereal with psyllium, Sundried Tomato & Basil Chicken Penne ready-made meal; and Greek-style fruit swirl yoghurts.

All items are free from artificial flavours or colours and will feature clearly labelled nutritional information, including absolute calorie count, Coles said.

“Our research indicated that Australians are looking for a healthier and tastier option for less,” said Simon McDowell, group director for marketing. “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.”

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