Coles is redesigning the wholesome meals class

Coles is changing the way Australians shop for healthy groceries in the supermarket to make healthier options more accessible on all grocery shelves and to make Coles the "target" for sports nutrition, diet and superfood products.

As part of the health transformation, specialty products traditionally found in health food stores, such as gluten-free grains, fodmap-friendly soups, oils, and nut spreads, have moved into their respective aisles, making way for more than 150 new athletic performance and health ingredients from some of the best Australian brands such as Muscle Nation, Amazonia Raw and Botanika Blends first launched in Coles supermarkets.

The health expansion comes as "Exercise and Nutrition" was identified as the fastest growing segment of Coles health food between 2014 and 2019 and shows no signs of slowing as consumer demand for sports nutrition and protein products continues to grow.

New product overhauls at Coles include a new brand – Coles PerForm – an affordable sports nutrition line of 16 protein powders and bars that are high in protein to help support muscle mass growth.

Made in Australia and available in both plant-based and whey-based protein, the range includes 35g vanilla, chocolate, berry and salted caramel protein powder for $ 2 each, 750g bulk protein powder for $ 30 each and a set of 40g protein bars priced at $ 2 each.

Cole's PerForm supplements and bar formulations are approved by Sports Dietitians Australia, the retailer said.

The Coles PerForm range is also available in vacuum-sealed fresh, performance frozen meals, "now enjoyed by Essendon Football Club, providing nutritious, protein-rich meals to the women's football team in the convenient post-workout environment."

Leanne White, Coles General Manager for Grocery, said the conversion to Coles & # 39; Health food store supports growing consumer demand for healthier products, including sports performance products traditionally available in specialty stores.

"Our reshaped healthy food corridor is a huge step towards Coles' goal of feeding all Australians sustainably to help them live happier, healthier lives," she said.

“We see more and more customers looking down the main aisles of the grocery store for healthier options or specific dietary needs – they no longer expect to walk through a specific aisle to find those options.

“We're making health and performance products even more affordable at Coles with our new Coles PerForm line of protein powders, bars and performance frozen meals, all of which are approved by accredited nutritionists for those looking to take their fitness goals to the next level.

"With an expansive health section, we aim to appeal to Millennials and Gen Z shoppers who are shopping in specialty stores or online for their sports nutrition and health ingredients by offering a convenient one-stop shop at Coles."

New sports performance products include protein bars and pudding from Muscle Nation – with Coles being the first retailer to launch the brand – 20 new protein products and pure creatine from Body Science (BSC), Macro Mike's peanut butter and brownies powder mix, canned & Co Marine Collagen and 180 Nutrition Protein Powders and Bars.

The new superfoods and special ingredients include Superfood Protein Ball Mixes from Mount Elephant and Melrose Superfood Powders and MCT Oils.

The Coles PerForm range extends to frozen performance meals, including 12 vacuum-sealed fresh meals designed to provide high quality, tailored nutrition to meet specific health and fitness goals in three sub-areas of Build, Balanced and Lean " to reach.

  • Coles PerForm Build: Nutritious, high protein muscle building meals with 455 calories or more per meal. Flavors include Thai Red Curry Chicken, Satay Chicken, and Cottage Pie.
  • Coles PerForm Balanced: nutritious meals for an active lifestyle with 10g or more of fiber per meal with vegan options. Flavors include yellow chicken curry, Italian meatballs, and Portuguese chicken.
  • Coles PerForm Lean: nutritious calorie control meals with 355 calories or less per meal and vegan options available. Flavors include Chicken Fajita, Tandoori Chicken, and Lemon Pepper Chicken.

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