Simply Wholesome Pantry has expanded its retail presence into Coles supermarkets nationwide with the launch of its instant meal line.
The move follows the brand’s initial exclusive launch in Woolworths nearly three years ago, establishing its first dual listing across Australia’s major supermarket chains.
Three products from the company’s Instant Nourish Bowl line, Couscous, Quinoa, and Lentils & Ancient Grains, are available in Coles stores’ rice aisles.
The company says the microwaveable ready-to-eat grain bowls heat in 45 seconds and contain no artificial additives.
Since its market entry, the company has reached more than 3 million units sold and $12.5 million in revenue, while capturing over 60 per cent value share in the savoury meals segment of Woolworths’ health food category.
Co-founded by digital food creator Sarah Pound, the business has driven retail growth through digital community engagement rather than traditional media advertising.
Tom Paton, MD of Simply Wholesome Pantry, said the business is expanding into additional product categories and retail channels while maintaining its focus on health, convenience, and quality ingredients.
“Simply Wholesome Pantry is quickly becoming a major Australian household brand. We’re well capitalised, we have an experienced team, and we’re aggressively expanding into new categories and new retailers, all while keeping health, convenience and ingredient quality at the centre of every product we launch,” said Paton.
In May, the company expanded into the salad dressing category in Woolworths stores.
