Coles' new 'bougie' feature sends shoppers into a frenzy

Customers are excited over the new self serve feature rolled out across 20 stores.

A new feature at a “bougie” supermarket is expected to send shoppers into a frenzy.

Coles Local North Sydney is the latest store to have it’s very own pasta bar, which is only available in 20 other stores around the country.

There are variations of fettuccine and linguine on offer, as well as four different types of ravioli — beef and vegetable, portobello and porcini mushroom, roast pumpkin and grana padano and spinach and ricotta.

Shoppers can also add green olives, fresh and marinated octopus, artichokes and a variety of cheeses such as gourmet feta, fior di latte and mascarpone.

Then, after putting it in the packaging provided, shoppers can weigh it and continue their shop before paying at the counter.

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Coles Local has a pick and mix fresh pasta bar. Picture: Renae Droop/RDW Photography

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Just like Europe

One customer compared the experience to being in Europe, saying they loved being able to pick and mix.

“This gourmet pasta range is available in 20 Coles Local stores across Victoria, New South Wales and Queensland. The pasta is produced in Melbourne by Alligator Brand, a pasta maker that has been manufacturing pasta for over three decades,’ a Coles spokesperson told news.com.au

“They use only the best produce such as free-range eggs and durum semolina from Bellata, NSW to create a high quality, delicious pasta with an excellent bite.

“The filled pasta also uses local and seasonal ingredients such as Victorian wagyu, fresh Buffalo Mozzarella and Manjimup Truffles from WA, as well as premium Aged Grana Padano and Pecorino Romano from Italy.”

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North Sydney Coles Local is the 27th store of its kind, launching on June 19.

Described as the “literally the most bougie Coles I have seen”, two of the boutique stores opened in Melbourne’s Surrey Hills and Glenferrie in 2020.

Sydney had its first store not long after, with one opening in the exclusive suburb of Rose Bay in the same year.

Melbourne’s oldest suburb, Toorak, was the latest to get a Coles Local store.

It is only available in 20 stores. Picture: Supplied

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Grab-and-go

The supermarket is intended to be a grab-and-go destination, meaning there is an extended range of convenience meals such as pastas, lasagnes and pizzas from Brunswick’s 400 Gradi, salads and soups from Foxes Den, and gourmet sandwiches from Aston Lucas Gourmet.

Other suppliers to the store include Cremorne St Bakers and Laurent Bakery.

There is a 12-foot cheese case, including items from both Australia and around the world.

There is also a specialty butcher and a frozen dessert bar inside, which features macarons, mochi, mini gelato and single-serve ice creams.

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The “so fancy” stores got a tick of approval from other shoppers, with one person commenting: “I literally travelled an hour to go there the other day. Def worth it!”

Customers were most excited about the fact that the new supermarkets had a mochi station.

“All right we’re moving to Melbourne, just for the mochi station,” one person wrote, while another added: “Oh my god, a freaking MOCHI STAND?”

Originally published as Coles' new 'bougie' feature sends shoppers into a frenzy