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QuiteLike is Coles Supermarkets’ challenger meal kit brand, entering a category dominated by global giants HelloFresh and Marley Spoon. Despite strong food credentials, it lacked clear differentiation, and customer acquisition was overly reliant on discounting.
Rather than mimicking the functional tropes of meal kits — price, prep time and convenience we built QuiteLike into a brand that connects emotionally. We repositioned it around a distinctive promise to reward tastebuds, time and talent, underpinned by a clear customer growth strategy. We used segmentation as a weapon — overlaying cultural insight, behavioural data and operational imperatives to prioritise the highest value audiences.
The strategy positioned QuiteLike as Coles’ most culturally resonant and premium food innovation, driving rapid growth into the top three Australian meal kit brands. With a 4.6-star customer rating and the #1 flavour ranking (Finder, 2023), QuiteLike is now building loyalty through everyday food joy, not discounting.
→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.
