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Chin chin! After plastic collectables, Coles is reaching for the wine

Glassware credits will start being awarded to customers from October 30, tying in with the launch of a new range of private-label Christmas products such as chocolate puddings, panettone and plant-based roast for vegan customers which the supermarket chain unveiled on Wednesday.

No more Little Shop: Coles chief executive Steven Cain shows off the company's new collectables.

No more Little Shop: Coles chief executive Steven Cain shows off the company’s new collectables.

Coles has been making a concerted push into private-label goods since its demerger from former parent company Wesfarmers in November last year, with an aim for homebrand products to contribute 40 per cent of sales within five years. The company has rolled out nearly 600 new private-label ranges this year, hoping this push may help it offset the hit to comparable sales analysts are predicting.

The retailer is scheduled to report its first-quarter results on October 29.

The first Little Shop collectables campaign – which offered plastic miniatures of supermarket products – ran in the first quarter last year and helped boost the retailer’s comparable sales by 5.1 per cent. However, Little Shop’s second coming this July is expected to have been much less successful, partially due to the popularity of Woolworths’ Lion King ‘Ooshies’ collectables promotion.

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