Coles launches budget-friendly ‘Simply’ range to win back consumer trust

June 26, 2024 1:02

Coles has launched a new ‘Simply’ value range, to address the rising cost-of-living, with branding led by indie agency the thrills.

Called Coles Simply, the new range sits as a sub-brand of the supermarket’s home brands, hoping to offer better deals on groceries and more relevance to the average consumer.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Charlotte Rhodes Coles Coles Simply Cost of Living home brand Kate Richardson the thrills

2 COMMENTS

Anonymous 27 Jun 24

Warm yellow?
Black and gold with a graphics update

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Tulsi 27 Jun 24

So what Coles did is pay what I imagine to be hefty salaries to a a group of people to come up with a new brand that has cheaper products instead of just reducing prices of existing products? ?

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