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Coles launches collectables for adults in supermarket war move

Coles has announced a fancy adults' collectables range. Image: Getty Images

While the kids learn how to make plants grow, adults can enjoy their new glassware under a new plan from Coles.

When customers spend $20 at Coles, Liquorland and First Choice, they score one ‘glassware credit’. Customers can then redeem them for a box of two Spiegelau glasses, starting from 25 credits. There are six sets to collect.

Coles chief marketing officer Lisa Ronson said Coles wanted to inspire Australians, using the glassware promotion to launch the supermarket giant’s Christmas food range.

Image: Coles

This includes a chocolate pudding, mince pies and a prosecco and raspberry sponge pudding.

“We have committed to making Coles an Own Brand powerhouse, and at Christmas time that means helping customers to bring magic to their entertaining with this fantastic brand-new range,” Ronson said.

“We’ve really focussed on developing products which are easy to prepare, great value and will help customers impress their family and friends.”

Coles researcher found that 50 per cent of shoppers buy pre-made sweets before Christmas day.

Coles will also sell a tailored range of Own Brand French, Italian and Spanish cheeses and Italian panettone.

Woolworths and Coles have changed supermarket marketing with their collectables campaigns, trading on kids’ desire to have another Ooshie or Little Shop for greater in-store purchases.

While the other collectables ranges targeted families, this Christmas range is one of Coles’ most overt attempts to target adults.

It comes as Coles rolls out its new plan to offer two distinct shopping options: a cut price option offering bulk-sized products for budget-conscious Australians, and an up-market supermarket that includes food halls in store and convenience food options for time-poor shoppers.

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