Coles’ issues $2 SecondBite appeal over ‘severe’ food issue
New data shows many families are facing an unimaginable choice at the checkout, prompting an urgent warning from Coles.
We’re used to seeing delicious sweet treats and healthy snack items at supermarket check-outs – but there’s now a very different product up for grabs as shoppers settle up at Coles.
Nestled among the usual on-the-go goodies is a $2 card, and while it is relatively affordable in price, it packs an unexpectedly powerful punch.
You see, the adorable gift tag – adorned with festive illustrations of an array of popular Christmas desserts – does far more than just identify the recipient of a present. It actually puts food on the table for those who are doing it tough.
The recent Poverty in Australia 2025 report, conducted by the University of New South Wales, found one in seven Australians — or 3.7 million people — are living below the poverty line, up from one in eight in 2020-21.
Increasing housing costs was identified as the main factor impacting the “sharp rise” in the number of people struggling, leaving households with less money for necessities, such as food, utilities and clothing.
As a result, nearly two in five (39 per cent) of Australians have said they are being forced to choose between buying presents or food during the festive season, a new survey from YouGov, and food rescue charity SecondBite, found.
The leading food relief organisation has partnered with Coles to redistribute surplus, edible food from its 840 supermarkets to almost 900 frontline charity partners across the country.
But despite providing food to people in need through its community pantries and food hampers, demand for SecondBite’s services has never been higher.
“Our partnership with SecondBite supports people from all walks of life, including those affected by homelessness or at risk of homelessness, women fleeing domestic violence, and hungry schoolchildren,” Coles general manager, sustainability, Brooke Donnelly, said
“But it’s also everyday Australians who seek support from SecondBite and its community partners – one hot meal when the chips are down, or an emergency food hamper during a natural disaster can be the catalyst to help them get back on their feet.”
Coles, which has been a “proud partner” of the food relief organisation since 2011, said that since joining forces, the organisations had together “donated the equivalent of 300 million meals to communities, families and individuals doing it tough”, describing it as a “huge milestone”.
As well as donating its unsold food from its supermarkets and distribution centres across Australia, Coles also runs a Christmas Appeal for SecondBite, which it said has “never been more important” than right now.
From December 3 to 24, shoppers can support SecondBite by purchasing a $2 charity gift tag or donate at the checkout.
Each $2 card purchased will help SecondBite provide up to 10 meals for people in need.
SecondBite CEO, Daniel Moorfield, urged Aussies who could spare a gold coin to get involved when visiting Coles and passing through its check-outs.
“With two in five people worried about being able to afford nutritious food for themselves or their families over the next year, the need for support is real,” Mr Moorfield said.
“The Coles SecondBite Christmas Appeal is a chance for all of us to come together and help ensure that no one has to go without a decent meal – especially during the festive season.
“Every donation, big or small, helps us reach more people in need and brings hope to communities right across Australia.”
It’s not just the gift tags that help out, either. Shoppers will also be supporting the cause with each purchase of the supermarket’s Christmas Deluxe Charity Cards (10-pack), with Coles donating $1 for every pack sold to SecondBite.
While buying a 330ml bottle the Remedy Festive Batch Kombucha, in two Christmas-themed flavours Merry Cherry and Pavlova, will result in 20c from each purchase donated.
It comes as new data shows 20 per cent of Australian households experienced “severe food insecurity”, defined as skipping meals or whole days of eating, in the year up to July 2025 — a 1 per cent increase on the previous year.
Ms Donnelly said the appeal will help provide the equivalent of 5 million meals to Aussies who are going without this silly season.
“These funds – and meals – are crucial for supporting families in need this Christmas and we hope customers can get behind this important Australian charity over the next few weeks simply by purchasing a $2 charity gift tag or by making a donation of their choice at the checkout,” she said.
It’s hoped the supermarket will raise over $1 million for SecondBite. Previous Christmas appeals have seen Coles earn well above than the target amount, while the 2021 efforts raised a record $2.2 million.
This article is part of the Back Australia series, which was supported by Australian Made Campaign, Harvey Norman, Westpac, Bunnings, Coles, TechnologyOne, REA Group, Cadbury, R.M.Williams, Qantas, Vodafone and BHP.
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Originally published as Coles’ issues $2 SecondBite appeal over ‘severe’ food issue
