
Coles has launched its annual Christmas Appeal with SecondBite as new research highlights the growing pressure Australian households are feeling in the lead-up to the festive season.
The research, conducted online by YouGov between October 9 and October 13 2025, with a nationally representative sample of 1,501 adults, shows that almost half of Australians are worried about the extra cost of Christmas and whether they will be able to afford enough food for their families.
Two in five say they may need to choose between buying presents and buying food, and a similar proportion are concerned about being able to afford nutritious food over the next year.
Supporting the appeal
Through to Christmas Eve, shoppers can support the appeal by purchasing a $2 charity gift tag or by making a donation at the checkout. Every gift tag purchased can help SecondBite provide the equivalent of 10 meals for people doing it tough this Christmas.
Funds raised will be distributed to nearly 900 charity partners across the country. These organisations collect donated produce from Coles and other suppliers and turn it into meals, food hampers, community pantry staples and Christmas spreads for those experiencing hardship.
Partners range from community centres and women’s shelters to First Nations health organisations, school programs and youth-led groups such as FoodFilled in Melbourne. Manning Valley Neighbourhood Services in regional NSW is among the many services that rely on SecondBite food for both relief and connection.
More than just food relief
MVNS manager Kate Darnell said its SecondBite food program plays a vital role in more than just food relief. “Throughout the year, MVNS supports hundreds of people and their families who access our SecondBite food program up to three times a week.
“Many of our clients rely on this service for their essential fruit and vegetable intake – if it wasn’t for the free SecondBite food we collect from Coles, they may struggle to make a nutritious meal that day or that week,” she said.
“Our SecondBite food program also helps bring the community together. People come to collect food, but they may stay for a chat with one of our volunteers or staff who can assist or connect them to other crucial services in the community. SecondBite is such an important program for us, and for many community services like ours across Australia. We hope people can get behind the Coles SecondBite Christmas Appeal.”
SecondBite CEO Daniel Moorfield urged customers to support the appeal at Coles. “With two in five people worried about being able to afford nutritious food for themselves or their families over the next year, the need for support is real,” he said.
“The Coles SecondBite Christmas Appeal is a chance for all of us to come together and help ensure that no one has to go without a decent meal, especially during the festive season. Every donation, big or small, helps us reach more people in need and brings hope to communities right across Australia.”
Coles General Manager Sustainability Brooke Donnelly said Coles is proud of its longstanding partnership with SecondBite. “Coles has donated the equivalent of more than 300 million meals to SecondBite since 2011, with more than 840 supermarkets and distribution centres across Australia supporting local food rescue and relief efforts,” she said.
“This holiday season, we are aiming to raise over $1-million for SecondBite, which will help provide the equivalent of 5 million meals. These funds, and meals, are crucial for supporting families in need this Christmas and we hope customers can get behind this important Australian charity over the next few weeks simply by purchasing a $2 charity gift tag or by making a donation of their choice at the checkout.”
Alongside the charity tags, Coles will donate $1 to the appeal for every pack of Coles Christmas Deluxe Charity Cards sold. Remedy Drinks and Coles will also donate 20 cents to SecondBite for every limited edition Remedy Festive Batch Kombucha purchased in-store or online.
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