Coles introduces new 'gourmet' supermarket staple to take on Woolworths
Coles has fired an unexpected missile in its ongoing war with Woolworths.
Rather than slash prices even further, it has turned a supermarket staple into a "gourmet" treat to entice more customers.
Popular French-born baker Laurent Boillon has signed a deal with Coles to make a range of artisan-style sourdough loaves.
Mr Boillon uses traditional French recipes in his new state-of-the-art Melbourne factory, which can produce 150,000 preservative-free loaves a day to sell at an affordable price.
"About $5 for a loaf, $3 for a baguette, that price for bread of this quality I think is exceptional," Mr Boillon said.
Man attacked with a shovel at camp site, then crashes car fleeing for safety
Shocking vision of 'police brutality on a disability pensioner'
Inside the 'sea of garbage' where two young girls were living
Coles says the demand for its bread is on the rise and the partnership makes gourmet food more accessible.
"This is Australian made bread, made by a Frenchman, and it will be available across Australia, so everyone will have a chance to try it," Coles spokeswoman Martine Alpins said.
The specialty selection looks set to stay, with Coles signing a 10-year-deal with Mr Boillon.
The bread has been trialled in 13 stores with customers discovering a penchant for the stone-baked loaves.
Australia's baking association says it does not expect the move to impact small bakeries.
