Coles partners with Roll’d to sell a range of its popular items

The supermarket giant has announced its partnership with a popular food chain after shoppers demanded more Asian food variety.

What was just a single store in Melbourne’s CBD in 2012 has since expanded to 86 nationwide — and now, the owners of Roll’d will see their popular items hit Coles shelves exclusively.

The supermarket giant partnered with the Hoang family who run the popular Vietnamese chain after it saw a huge demand for Asian foods over the past year, with Aussie families looking to expand their food choices as they eat more meals at home.

And for the first time ever, Coles shoppers will now be able to get their hands on Roll’d authentic rice paper rolls with sauces and ingredients from the quick-service restaurant after they were introduced this week.

RELATED: Mum ‘saves $150’ with Coles cake hack

Roll’d is now available to purchase for the first time, exclusively from Coles supermarkets.

Prices start from $3.50 for its rice vermicelli (400g), $4 for its rice papers (375g) and $6 for a variety of sauces including Spicy Hoisin and Chilli Mayo.

“Teaching Australians to roll their very own Roll’d Vietnamese Soldiers through this new Coles grocery partnership is a natural extension for us,” Roll’d founder Bao Hoang said.

“We’re excited to be sharing our authentic Vietnamese eats and recipes to the wider community, going into homes, lunch boxes and onto dinner tables with fresh, family meal options that are healthier and guilt-free.”

RELATED: US woman’s disbelief at Aussie KFC find

Coles customers can get the Roll’d Rice Vermicelli for $3.50, rice paper for $4 and a variety of sauces for $6.

It comes after the supermarket giant saw a demand for more Asian foods.

Mr Hoang said the collaboration also gives them the opportunity to expand into new locations.

“It means our existing customers will have greater access to our products across the country.”

Roll’d Vietnamese products are simple to use, preservative and additive-free, and suitable for

vegetarians and vegans.

The famed Sticky Hoisin and Spicy Hoisin contains hints of peanut flavour, spices and garlic, while the Chilli Mayo is creamy with a punch.

For a full-bodied traditional flavour, Mama Hoang’s Nuoc Mam delivers a hit of fish sauce, balanced with sugar and chilli.

A Coles spokesperson told news.com.au the chain had already received great feedback from customers about the exclusive new items.

“Roll’d Vietnamese has a very strong customer following after serving millions of happy customers last year — and more specifically, we’ve received an overwhelmingly positive response from our customers to the Roll’d concession store inside the Coles Moonee Ponds supermarket,” the spokesperson said.

“So we know there’s a very strong demand for Roll’d’s signature rice paper rolls and through this partnership, we can now offer all our customers across the country the opportunity to create their own from home.”

Coles general manager for grocery Leanne White said data shows that over the past year alone, the demand for Asian food has increased by more than 16 per cent at Coles.

“So we see this as a great opportunity to cater to the increasing demand for Asian food while also supporting family businesses like Roll’d to reach more customers through our supermarket network,” Ms White said.

“We know Australians love the authentic Vietnamese taste of Roll’d, and now they can enjoy the same delicious flavours at home using exactly the same ingredients used in their stores.”