“We’ve come a long way from the Black and Gold days when it was seen as the poor alternative.” That’s Leah Weckert’s view on supermarket home brands – and the chief executive of Coles should know. The premium range sold at her stores, Coles Finest, has been the stand-out performer in an otherwise dull sales update revealed to investors on Thursday.

A market dominated by Franklins’ No Frills, Coles Own Brand and Woolworths Homebrand has given way to home brand products such as Coles Finest, which sells everything from gnocchi to carbon-neutral beef.