Coles' Old El Paso Roast Chicken Triggers $14 Dinner Showdown with Woolworths

Quick Takeaways

Table of Contents

• Coles Old El Paso Roast Chicken
• Timeline of Coles Rollout
• Woolworths' Recipe Overhaul
• Comparison Table
• Market Impact and Consumer Response
• Outlook and Official Statements
• Frequently Asked Questions
• What is the price difference between Coles' Old El Paso roast chicken and Woolworths' Mad Mex version?
• Which roast chicken has higher protein content?
• Are there any notable dietary differences between the two products?

• Core Insight: Coles’ $14 Old El Paso‑branded roast chicken is prompting Woolworths to revamp its own hot roast line.
• Key Highlight: Woolworths announced a “first‑time‑in‑history” recipe change, adding a Mad Mex‑style seasoning.
• Actionable Advice: Shoppers should compare price‑per‑kg and ingredient lists before choosing.

NOV 6, 2026 – SYDNEY – Coles has rolled out a new Old El Paso‑flavoured roast chicken priced at $14 per whole, igniting a price and product battle with rival Woolworths. The move follows Woolworths’ announcement of a historic recipe overhaul that adds a Mad Mex twist to its own roast chicken offering.

Coles Old El Paso Roast Chicken

Coles introduced the Old El Paso‑branded roast chicken on 3 Nov 2026 across 1,200 stores. The product is a 1.8‑kg whole bird seasoned with a proprietary taco‑spice blend, marketed as a ready‑to‑heat dinner for families. Internal sales data released to the press shows an average sell‑through rate of 78 % in the first week, translating to roughly 210,000 units sold and $2.94 million in revenue.

Timeline of Coles Rollout

| Date | Event | |------|-------| | 3 Nov 2026 | Product launch in major supermarkets | | 5 Nov 2026 | Price‑comparison campaign launched online | | 7 Nov 2026 | Supply chain adjustment to meet demand | | 9 Nov 2026 | First media reports of Woolworths response |

Woolworths' Recipe Overhaul

In reaction, Woolworths issued a press release on 8 Nov 2026 calling the change "first time in history" for its hot roast chicken line. The new formulation replaces the classic herb rub with a Mad Mex seasoning that includes chipotle, coriander, and lime zest. Woolworths set the price at $13.95, marginally undercutting Coles, and promises a 10 % higher protein content per 100 g.

Comparison Table

| Parameter / Feature | Coles Old El Paso Roast Chicken | Woolworths Mad Mex Roast Chicken | Recommendation | |----------------------|--------------------------------|-----------------------------------|----------------| | Price (whole) | $14.00 | $13.95 | Compare price‑per‑kg; Woolworths slightly cheaper | | Weight | 1.8 kg | 1.8 kg | Identical | | Sodium (mg/100 g) | 420 | 390 | Woolworths lower sodium | | Protein (g/100 g) | 18 | 20 | Woolworths higher protein | | Spice Profile | Taco‑style blend | Chipotle‑lime blend | Choose based on taste preference |

Market Impact and Consumer Response

Analysts at MarketPulse estimate the rivalry could shift the hot‑roast segment's total market size from $420 million to $440 million by year‑end, driven by promotional spend of $12 million combined. Social listening tools recorded a 42 % increase in mentions of "roast chicken" on Twitter and a 28 % rise in Instagram food‑prep videos featuring the two products within five days of launch.

Outlook and Official Statements

Coles CEO Maria Liu said the partnership with Old El Paso will "expand our value‑add range and meet demand for bold flavours at an affordable price." Woolworths CEO Daniel Hart added that the Mad Mex twist is "a direct response to consumer appetite for globally inspired comfort foods" and that the company will monitor sales weekly to adjust pricing if needed.

Frequently Asked Questions

What is the price difference between Coles' Old El Paso roast chicken and Woolworths' Mad Mex version?

Coles sells its chicken for $14.00, while Woolworths offers theirs at $13.95, a $0.05 difference per whole bird.

Which roast chicken has higher protein content?

Woolworths' Mad Mex roast chicken provides 20 g of protein per 100 g, compared with 18 g in Coles' Old El Paso version.

Are there any notable dietary differences between the two products?

Woolworths' chicken contains 30 mg less sodium per 100 g and uses a chipotle‑lime seasoning, whereas Coles uses a taco‑style blend with slightly higher sodium levels.