Choice (Australia)

Choice (Australia) was a supermarket brand owned by Coles Group, primarily offering discounted grocery options. Launched in the 1990s, it aimed to provide consumers with lower-priced products by reducing store costs and focusing on basic essentials. In 2007, Coles replaced Choice with Coles brands, but the Choice name continued as a private label brand within supermarkets. It helped serve budget-conscious shoppers looking for value without sacrificing quality. Overall, Choice (Australia) represented a strategic effort to balance affordability and product selection in a competitive retail landscape.