Coles has inked an exclusive deal with British chef Heston Blumenthal to launch a co-branded branded Aussie food range.
Blumenthal, renowned for an almost obsessive approach to food, will create a range inspired by Australian ingredients for Autumn 2014.
Blumenthal will work with Australian producers and suppliers in different regions to source ingredients and ideas.
The chef has previously created a range of products for high-end British supermarket Waitrose and as part of his partnership with the retailer went on to star in its advertising.
"It’s an incredibly exciting opportunity to work with Coles and to fully explore the different tastes and flavours of Australia. It not only has one of the most exciting restaurant scenes in the world but the whole country seems to be excited by the food scene, there's a brilliant energy."
Australian food and wine is the central thrust of the new Tourism Australia push launched by Clemenger Sydney. 'There's nothing like Australia' and the Restaurant Australia concept rolled out last month.
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