"In April 2014, Coles celebrated its 100th birthday - that's a whole century dedicated to giving Aussie families the products they need for a happy, healthy home life, at prices they can afford. Under Wesfarmers’ ownership, a new management team led the turnaround of Coles, to restore pride in the Coles brand and developed a six-point plan to give the people of Australia a shop they trust, delivering innovation, quality, service and value.
4-cents-per-litre fuel offer: When a customer spends $30 or more in a single transaction at a Coles, BI-LO, Pick'n'Pay or Liquorland, they receive a four-cent discount coupon on their receipt for use at Coles Express service stations.
Coles has seven levels of generic or private label brands, although they plan to consolidate these into the basic Coles brand.
Coles: A mid-price line, replacing the 'You'll love Coles' brand. Designed to match established branded products.
Coles Smart Buy: A budget label covering household essentials and groceries. Easily recognisable due to its plain white and red accented packaging.
Coles Finest: A premium brand, with a small range of gourmet foods. Promoted as of greater quality than many well known branded products and often more expensive.
Coles Green Choice: A range of household products which claim to be environmentally responsible, with a donation being made to Clean Up Australia with every one of its products sold.
Coles Organic: A range of products grown and processed without the use of synthetic chemicals, fertilisers, pesticides or herbicides, approved by official certified organisations.
Coles Simply Less: A range of products designed for health conscious customers. Usually have lower fat, salt, or sugar levels than traditional products or are designed as a health products such as the Simply Less range of meal replacement shakes.
Coles Simply Gluten Free: A range of around 40 products designed for customers who are gluten intolerant or on a gluten free diet for other reasons.
Mix Clothing: A range of budget essential clothing; mostly women's and children's clothing. Not available in all stores."