Coles has doubled down on its Chinese growth strategy, lodging a new trademark as part of its expansion plans to lure more affluent Asian buyers to its meat products while focusing on vegan options locally.

The grocery giant filed a trademark for a Coles logo that includes three Chinese characters (客澳市), that translate to “customer Australia market”, earlier this month. The trademark’s goods and services categories included vitamins and supplements, coffee, preserves and meat.

The submission marks a firming of Coles’ long-held strategy for Chinese food exports, which it plans to ramp up over the next five years. China has been one of the supermarket’s largest markets for some time, and Chinese demand for high-quality Australian goods has been increasing.

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