The popular Coles hot roast chook has undergone a “mitey” transformation.

November 21, 2022

The popular Coles hot roast chook has undergone a “mitey” transformation.

Coles and Bega collaborate to produce a limited-edition flavour combination with VEGEMITE.

Coles has created a gastronomic marriage made in heaven by combining VEGEMITE with the Coles RSPCA Approved Hot Roast Chicken, two of Australia’s most recognisable food brands. Customers will have a tempting new option to spice up the following family gathering with the new Coles VEGEMITE BBQ Hot Roast RSPCA Approved Chicken.

For decades, Coles RSPCA Approved Hot Roast Chicken has been a staple of Australian backyard barbecues. As the holiday entertaining season and warmer weather approach, give the cherished family favourite a twist.

Following the popularity of Coles Honey BBQ Hot Roast RSPCA Approved Chicken, which hit stores earlier this year, and the fiery Mexican-flavored combination, which debuted in 2020, this new flavour will give consumers a tried-and-true way to incorporate a surprising, delicate VEGEMITE flavour into their favourite recipes.

It’s a little-known fact that savoury flavours can be improved by adding VEGEMITE to food. This gave rise to the concept of blending well-known Australian VEGEMITE with Hot Roast Chicken to produce a delicate and delectable umami flavour.

In addition, the success of Coles’ cheesy VEGEMITE Hot Cross Buns, which sold out in only five weeks after being on sale in December 2021, three weeks ahead of schedule, contributed to the release of the VEGEMITE and Coles RSPCA Approved Hot Roast Chicken.

The popular Coles hot roast chook has undergone a "mitey" transformation.

Tim Hickox, Product Developer for Seafood & Deli at Coles, stated that the company is constantly looking for ways to improve its well-liked grab-and-go Coles RSPCA Approved Hot Roast Chicken, whether it be by changing the flavours or by introducing well-liked new lines like Classic Homestyle No Added Hormones Hot Beef Brisket and Classic Homestyle Hot Roast Lamb.

“Coles Hot Roast Chickens are among the top three most popular items in the shop, but we’re continuously looking for methods to improve their appeal to customers. We know how much our customers love VEGEMITE and how much they love our hot roast chickens, so combining the two to provide a delectable twist on a fan favourite was a must-do,” added Tim.

“We constantly strive to surprise and please our customers by providing them with novel experiences. We have worked for many months to optimise the flavour profile so that our customers may continue to enjoy the flavours of two legendary brands in a fun new way.

According to Matt Gray, general manager of marketing at Bega Foods, the company is thrilled to be collaborating with Coles on this cutting-edge new product just in time for summer entertaining.

“We are thrilled to be able to offer our consumers yet another way to enjoy VEGEMITE with Coles’ BBQ Hot Roast RSPCA Approved Chicken after the successful debut of our limited-edition ‘Mitey Meals’ labelling earlier this year. This product is certain to become a summertime favourite, especially for those seeking their daily fix of VEGEMITE.

The brand-new Coles VEGEMITE BBQ Hot Roast RSPCA Approved Chicken from the Deli will be available starting on Friday, November 11, in a few Coles locations nationwide (excluding the Northern Territory) for $13 per.