The Universal Bag – a global sustainability initiative led by designer Anya Hindmarch with major food retailers – has launched at Coles nationally.
Created to inspire long-term change in shopping habits, The Universal Bag is a durable, desirable alternative to single-use plastic that is recyclable at the end of its life when returned to The Universal Bag’s recycling partner(1). Each edition is customised in line with a retail partner’s brand identity, while remaining true to the project’s global ambition: “to provide a bag designed for everyone, to take everywhere, for everything.”
The Coles Universal Bag, a limited-edition tote is the next generation of reusable bag; a “desirable”, durable, reusable, shopping bag with the outer fabric made from “100% recycled plastic”. Each step and material used in making the bag has been “fully certified” under the Global Recycled Standard (GRS). In addition to being practical and durable, the Universal Bag is also designed to be “desirable, creating a bag that customers feel excited to be seen with and are motivated to care for”.
Ms Hindmarch’s efforts to reduce single use plastic all started 14 years ago, with the “ground-breaking” ‘I Am Not A Plastic Bag’ campaign raising awareness of the global issue of single-use plastic bags. Since launching The Universal Bag in 2021, the project has collaboratively saved “over 336 tonnes of virgin plastic from landfill”.
Ms Hindmarch and global partners champion The Universal Bag project to inspire further change in consumer behaviour, providing a new shopping bag solution and encouraging a greater reuse mindset. The ambition being to create a reusable shopping bag that tackles a range of sustainability challenges in combination.
The Coles Universal Bag is the 26th edition and adds to the growing global line up, following Asda, Co-op, Morrisons, Sainsburys, Selfridges Food Hall, Waitrose and Whole Foods in the UK, City’SUPER and Taste in Hong Kong, National Azabu, Seijo Ishi and Meidi-Ya in Japan and Little Farms and FairPrice in Singapore. More global partners are in the pipeline.
The Coles Universal Bag is produced by Solent Group and will be available nationally in Coles from 24 September for a limited time only. The retail price is $20.
The Universal Bag Founder and Creative Director Anya Hindmarch said: “I am delighted to be working with Coles as the latest partner in the global rollout of the Universal Bag project. Their scale, reach and commitment to reducing plastic waste makes Coles a strong partner to continue to support the project in Australia. Together I hope we can encourage many more customers to choose a bag that is practical, durable and one that they will enjoy reusing for many years ahead.”
Solent Group CEO Tracey Dobkins said: “Sustainability and innovation go hand in hand, and our partnership with Anya is a perfect example of that. The Universal Bag is more than just a reusable bag – it’s a thoughtfully designed solution that redefines style, convenience, and sustainability. With exceptional durability, it truly is a bag for life. This collaboration isn’t just about a product; it’s about reshaping behaviours and encouraging better choices. Having worked with some fantastic global grocers on this project so far, we’re delighted to lead in design innovation and look forward to seeing the Universal Bag make a lasting impact.”
A spokesperson for Coles said: “We’re all about helping to make sustainable choices more accessible for our customers. By collaborating with Anya on the Coles Universal Bag we’re bringing together fashion and function to help inspire more conscious choices every day.
“The Universal Bag is more than just a stylish tote. It’s a product that can make a real impact by diverting plastic from waste from landfill and giving it a second life, so that it can be used time and time again at our checkouts.”
(1) At the end of its life, this bag can be fully recycled by returning it to our recycling partner (postage fees may apply). For instructions on how to recycle this bag, visit: anyahindmarch.com/theuniversalbag.
Media op for Coles Universal Bag, designed by Anya Hindmarch, at Coles Tooronga store in Melbourne on 17 September 2025. Photo by Martin KEEP/Coles.
Media op for Coles Universal Bag, designed by Anya Hindmarch, at Coles Tooronga store in Melbourne on 17 September 2025. Photo by Martin KEEP/Coles.
Media op for Coles Universal Bag, designed by Anya Hindmarch, at Coles Tooronga store in Melbourne on 17 September 2025. Photo by Martin KEEP/Coles.
Media op for Coles Universal Bag, designed by Anya Hindmarch, at Coles Tooronga store in Melbourne on 17 September 2025. Photo by Martin KEEP/Coles.
