When your daily bread turns into daily disappointment: The hole story behind Coles' quality issue

Nothing ruins a peaceful morning quite like slicing into what should be fresh bread only to discover it's more hole than loaf.

If you've experienced this frustration at Coles recently, you're certainly not alone.

A problem with more holes than Swiss cheese

Recent customer reviews reveal Coles bread quality issues have become increasingly common, with shoppers reporting loaves that 'disintegrate' and contain 'big holes in the middle.'

The complaints aren't limited to one type of bread either. From sourdough to pane di casa, gluten-free varieties to traditional white bread, customers across Australia have been sharing photos online of their disappointing purchases.

One North Richmond shopper discovered a massive air pocket that completely 'ruined the texture and taste' of his loaf. Another customer found mould in their sourdough just days after purchase—a particularly concerning issue when you consider how much we pay for quality bread these days.

The problems extend beyond regular bread to gluten-free options, with customers reporting loaves that have 'dried out, broken into pieces and have big holes in the middle' and describing the products as 'so dry and crumbly' they end up 'in the bin.'

This isn't Coles' first bread controversy

This quality crisis comes against the backdrop of Coles' previous troubles with bread honesty. In 2015, the supermarket giant was fined $2.5 million by a federal court for false and misleading 'fresh' claims on par-baked products. The investigation revealed that Coles' 'freshly baked' bread had actually been baked months earlier in overseas countries like Denmark, Germany and Ireland, then frozen and finished in-store.

Your rights as a consumer matter

The good news is that you're not powerless in this situation. As the Australian Competition and Consumer Commission emphasises, 'Consumers should be able to rely on the accuracy of credence claims made by businesses like Coles,' particularly when these claims affect competition with smaller businesses offering genuine quality products.

Retail expert Gary Mortimer confirms that customers are absolutely entitled to refunds for faulty products. 'Refunds and exchanges are easy as long as you've got proof of purchase,' he explains. Coles themselves state that 'all in-store bakery products are covered by our satisfaction guarantee, and customers can return products in store for a full refund or replacement.'

While most shoppers won’t bother asking for their money back on small purchases, consumer advocates say it’s worth doing so—both to uphold your rights and to signal quality concerns to the retailer.

While most shoppers won’t bother asking for their money back on small purchases, consumer advocates say it’s worth doing so—both to uphold your rights and to signal quality concerns to the retailer.

When the old way feels too hard

Many of us find the prospect of returning to the store, finding a parking spot, and dealing with customer service staff somewhat daunting—especially for a $5 loaf of bread. This is where modern technology might actually work in our favour.

Australian tech startup Ajust has developed an artificial intelligence system specifically designed to help customers lodge complaints and chase refunds. Founded by Tom Kaldor, the service already helps more than 40,000 Australians each month navigate the often frustrating world of customer complaints.

Kaldor says more than 40,000 Australians use Ajust each month. The service is currently free but will soon introduce a paid version offering faster response times and advanced tracking features.

Kaldor says more than 40,000 Australians use Ajust each month. The service is currently free but will soon introduce a paid version offering faster response times and advanced tracking features.

'Whether it's a $5 loaf of bread from Coles or a $3000 vacuum cleaner you bought from JB Hi-Fi or Dyson, the reality is if you're paying for something as a consumer you deserve to get exactly what you're paying for,' Kaldor explains.

Spotting quality issues before you buy

Prevention is often better than cure, and there are several things you can check before purchasing bread to avoid disappointment at home.

Look for loaves that feel substantial for their size—bread that's too light often indicates excessive air pockets. Check the crust for any cracks or irregularities that might suggest structural problems. If you're buying from the bakery section, don't be afraid to gently press the loaf to test its density.

For packaged bread, examine it through the packaging for any obvious holes or irregularities. Check the use-by date carefully, and if buying gluten-free varieties, be particularly vigilant as these products often have shorter shelf lives and can be more prone to quality issues.

The bigger picture about fairness

Kaldor makes an important point about the broader implications of these quality issues: 'The problem is just like the holes in the bread, there are holes in our systems and processes of trying to get a fair go from a big business.'

This resonates particularly strongly for those of us who remember when customer service meant something, and when businesses took pride in their products rather than expecting customers to simply accept whatever they were given.

The goal, as Kaldor puts it, is 'a fair market to exist where consumers and businesses use technology to get to fairness quicker and to accelerate how they resolve issues and ultimately to have stronger more loyal more rewarding relationships between customers and businesses.'

Making your voice count

With Coles reporting $43 billion in revenue for 2024 alone, there's clearly no financial excuse for poor quality products. Every time we accept substandard goods without complaint, we're essentially giving businesses permission to continue lowering their standards.

Whether you choose to return items personally, use services like Ajust, or simply become more selective about where you shop for bread, the important thing is to remember that you have choices and rights as a consumer.