Pryme Snacks launched its Wagyu jerky across all Coles supermarkets nationwide in October 2026, marking the brand’s largest grocery distribution milestone to date.
Co-founder Eylon Levy said the Coles agreement transitions the company into a brand with national reach across major retail channels.
Gaining direct access to major grocery aisles shifts the company from niche distribution to mass consumer volume. Securing national distribution at Coles requires maintaining consistent supply across state distribution centres, testing the company’s manufacturing capacity.
The Coles rollout follows a series of retail partnerships secured over the past eighteen months. Pryme Snacks gained entry into forecourt retail through an expansion into Ampol service stations in April.
Travel retail followed four months later. By August, the company placed its jerky into WHSmith outlets across Australian domestic and international airport terminals, capturing impulse purchases from commuter traffic.
Meat snacks face heavy competition in Australian grocery aisles, where legacy brands dominate traditional beef jerky fixtures. Premium lines such as wagyu jerky target shoppers seeking higher-grade protein options, commanding higher price points than standard dried meat products.
Supermarket placement gives independent snack brands high product visibility, but sustaining shelf allocation requires rapid stock turnover. Coles regularly reviews category sales rates, putting pressure on emerging producers to drive consumer uptake without eroding margin through heavy discounting.
Pryme Snacks began building its wholesale footprint last year through distribution agreements with Metcash, which supplies independent grocers and the IGA network. That base provided the logistics foundation required before pitching national supermarket chains.
With Coles stores now stocked, inventory turnover rates over the final trading quarter will determine whether the brand secures permanent ranged space and shelf extensions across the category.
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