Supermarket collectables have become a huge drawcard to the weekly family grocery shop, from the Coles Little Shop to Woolworths’ Discovery Garden.
Now, Coles is debuting its new collectables range, intended to educate and encourage shoppers to enjoy fruit and vegetables.
In an initiative called the Fresh Food Challenge, the supermarket giant has teamed up with Warner Brothers to bring back the popular Builders collectable program.
The range is Australia’s first-ever DC supermarket collectable campaign, featuring characters such as Batman, Wonder Woman and Superman, The Joker, Catwoman and Poison Ivy.
The collectables are made from 100 per cent FSC certified cardboard that can be recycled in household recycling bins at end of play.
Each character is linked to a fruit or vegetable, such as “sweet corn for strength like Superman”.
The collectables range – which features 35 characters in total – drops on August 2.
Customers are able to get a character for every $30 spent in one transaction at Coles supermarkets and Coles Online.
A Batmobile is also available for $10, while a collectors’ case has the same price tag.
The supermarket will also be selling an array of DC-themed merchandise in store and online.
Amanda McVay, Coles chief customer officer, said the supermarket was eager to launch the range.
“We know through data that only 8.5 per cent of children aged two to 17 years meet the daily recommended serves of fruit and vegetables,” she said.
“The fun challenge features a free chart with a collector checklist to follow and complete the pairing of 35 fruit and vegetables with their iconic DC Super Heroes and Super-Villains. The charts are available free in store or available to download at coles.com.au.”
“This program is centred on helping educate our customers in a fun way on the health benefits of great quality Aussie fruit and veg to help them stay well this winter. We also want to make it easy for parents to educate their children on fresh food choices – and are doing this by teaming the DC Super Hero Builder program with fruit and veg education.”
It comes shortly after Woolworths announced the launch of a new collectables scheme in honour of Disney’s 100th anniversary.
The supermarket revealed its collaboration with Disney, “Disney 100 Wonders Collector Cards”, on Wednesday.
The new collectable program, much like those before it, will allow shoppers the chance to collect a pack containing three cards for every $30 they spend in store and online.
From July 26 customers can begin collecting the 100 character cards from Disney, Pixar, Marvel, and Star Wars including characters like Mickey Mouse, Woody, Captain Marvel, and Grogu.