Coles will expand the number of its own branded products to drive growth and to rival Woolworths' plans to match Aldi prices.
The supermarket giant's managing director John Durkan told analysts at Wednesday's strategy briefing that Coles will also move away from discounted promotional pricing to "stable everyday pricing" of its own brands.
This comes about a fortnight after arch-rival Woolworths announced a plan to match Aldi's prices.
Mr Durkan said Coles brands were the "middle ground" for everyday Australians and the plan was to launch as many of its own brands across most categories at "everyday pricing".
He gave 99 cents Coles Scotch finger biscuits as an example of everyday pricing.
"We want a range of products across many categories as we can that customers are willing to purchase from us," he said.
"High quality Coles brand products at everyday prices that allows shoppers to get into those categories at a reasonable price."
Increasing its online stores is another key part of Coles' growth strategy.
Mr Durkan said Coles would markedly increase its online presence next year, including its Click and Collect service.
A further 50 stand alone Click and Collect sites will also be opened.
"Online is an important part of a customers' weekly shopping activity," he said.
"Our customers tell us they want their online shop to be simple and they want their shopping at a time that suits them."
The supermarket price war has hurt both Coles and Woolworths profit margins, however Coles is leading when it comes to growth.
Coles' quarterly food and liquor sales were up 5.4 per cent while Woolworths lagged behind with 2.3 per cent growth.
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