Coles is making a play for the barbeque space with the release of a new range of homebrand products for busy shoppers.
The Australian supermarket’s new Grill range features meat marinating sauces in bottles with inbuilt brush applicators.
A Coles spokesperson told Inside Shopper the range is in response to consumer demand for value driven, convenient products.
“Marinades, sauces, and seasoning were identified as categories in need of innovation to meet this challenge, with customers seeking value beyond price.”
Coles’ new inbuilt silicone brush applicator was developed out of the retailer’s existing homebrand range of two piece twist cap bottles.
“The first step [of product development] was to determine if the proposed idea had been developed previously.
“[We had to identify] whether there was any risk of a patent infringement with Coles’ pursuit of the idea. A worldwide search indicated that a patent covering the proposed idea did not exist.”
The new barbeque range lets users directly baste food during the cooking process and targets busy barbeque lovers and meat eaters.
The range features four flavours of basting sauces, such as smokey Texan and Mediterranean, and four types of grinders.
Blair Smethurst, head of Coles product and innovation, says the washable basting brush makes “barbequing a little easier for Aussies without sacrificing taste”.
According to Shopper Tracker, marinating sauces and gravies are an undeveloped homebrand opportunity in the local grocery space.
The Australian shopper marketing agency provides homebrand product development insights to both Coles and its rival Woolworths.
