Coles unveils new super hero collectables with a 'challenge' for shoppers
Supermarket giants go head-to-head with new collectable ranges.
Coles is set to release a brand-new set of DC collectables from August 2, days after rival Woolworths launched its own campaign in partnership with Disney.
The supermarket giant, which has partnered with Warner Bros for the first-ever DC supermarket collectable campaign, has unveiled 35 unique Super Hero Builders to collect with every $30 spent in-store or online.
The collection will feature 35 fan-favourites including heroes Batman, Superman and Wonder Woman, along with villains including Catwoman and The Joker. The range also includes three special-edition "vintage" characters – all of which are promised to be plastic-free and are 100 per cent recyclable.
Challenge for Coles customers
The new Builders collectable range is also designed to educate and encourage Aussies enjoy a more balanced diet through the brand-new Fresh Food Challenge, inspired by data that shows only 8.5 per cent of Aussie kids between the ages two to 17 meet the daily recommended serves of fruit and vegetables.
Each character is linked with fresh fruit and vegetables such as energy-rich bananas for adventurers like Batman, fibre-rich apples for Amazonian warriors like Wonder Woman, and juicy sweet corn for strength like Superman.
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"The fun challenge features a free chart with a collector checklist to follow and complete the pairing of 35 fruit and vegetables with their iconic DC Super Heroes and Super-Villains," Coles Chief Customer Officer Amanda McVay said in a statement. "This program is centred on helping educate our customers in a fun way, on the health benefits of great quality Aussie fruit and veg to help them stay well this winter."
"We also want to make it easy for parents to educate their children on fresh food choices," she added.
Data from the Australian Bureau of Statistics (ABS) between 2020 and 2021 shows three in five (62.6 per cent) children aged two to 17 years met the fruit recommendation, however, only 9 per cent met the vegetable recommendation. ABS data also reveals that 5.5 per cent of Aussie kids did not eat fruit, while 4.1 per cent did not eat vegetables.
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