Need for speed: Coles launches 30 minute meal plans

Supermarket giant Coles is tapping into consumer dining habits as part of a new meal plan campaign launching today, Wednesday.

‘What’s for Dinner’ includes 48 recipes from ‘Mince it Monday’ to ‘Weekend Beef & Thyme Burgers’, which will appear in-store either on a recipe card or by scanning QR codes on product displays.

The recipes, which will also appear in Coles magazine and catalogue, are based on a survey of more than 40,000 dinners consumed by customers.

Following on from the introduction of the retailer’s first in-store food hall and the planned roll out of an expanded convenience range to 100 supermarkets, the new meal plans aim to expand on quick, convenient and healthy food options for customers at home, with recipes that can be made in 30 minutes using no more than five ingredients.

“This year, we undertook one of the biggest customer studies ever conducted into the dinner time habits of Australians to really understand customer pain points and how we can help them through great value food solutions,” Coles chief marketing officer Lisa Ronson said on Wednesday.

“We have created meal plans to help customers with some of the biggest challenges they face preparing dinner every night – from lack of time to cook from scratch to kids who turn their nose up at healthy options, and boredom with cooking the same handful of dishes every week because it seems too hard to try something new.”

Coles’ study found that the majority of consumer (55 per cent) decide what they will eat on the day, and three in five opt for meals that can be prepared in less than 30 minutes.

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