Reference no: EM133247341

Case

The company announced on Thursday its owned brand Wellness Road would be more accessible to shoppers juggling cost-of-living pressures, Coles chief operating officer Greg Davis said. "From teenagers, through to those in their 60s and 70s, our customers are telling us that they want to eat less processed foods and cut back on sugar and salt," he said. "Customers also don't want to change their entire diet or pay a huge premium for healthier foods, and they don't have time to make a special shopping trip for a couple of ingredients."

The Wellness Road line, which includes organic black rice noodles, black/white chia seeds, flaxseed meal/oil, quinoa and Australian almond flour, are healthier than the regular grocery products containing no artificial colours and flavours and less saturated fats. "What we've looked to do with Wellness Road is simply provide our customers with uncomplicated goodness - delicious tasting and nutritionally-balanced products - and importantly, at great value," Mr Davis said. Prices range from $2.70 for the polenta through to $10.00 for the Tiger Nut flour.

Sydney Swans resident chef and former MasterChef contestant Courtney Roulston said the range would make it easier for consumers to eat more healthily. "Great cooking relies on great ingredients, and when you have a range of healthier products that are more readily available and affordable, there's no excuse that your next meal shouldn't be delicious and healthier." she said.

Question

Differentiation: Thinking about some of your answers for the above questions, identify which differentiation strategy you think Coles Wellness Road has followed. Justify your answer.