Coles Supermarkets finally responds..

In response to my Open letter to Coles Supermarkets (which is also available at The Manly Daily), Coles Supermarkets have finally responded. I can’t say that I’m surprised at the response – it’s about what I expected; and it would seem that the original letter was not actually read – as there is not a single acknowledgement of the issues raised.

I’ll Fisk the letter, and send it back to Coles for further comment.

Dear Mr Mills

Thank you for your recent email regarding the evailability of homoeopathic products at Coles. Please accept our apologies for the unintended delay in responding to you.

After receiving your request, we contacted our Merchandise Team and wish to advise that at Coles our customers come always first and hence we decided to range the Brauer range of products to give customers the opportunity to purchase them from Coles.

Thanks for taking the time to respond.

Unfortunately, it must be said that the response is less than satisfying.

The sale of sugar pills as medicine is a case of customer wallets coming first; regardless of the “our customers come first” wrapping Coles Supermarkets may wish to give it.

Being so inspired to “give customers the opportunity to purchase […] from Coles”, does Coles intend to acquire and sell other equally ineffective products, such as the “Anti Hair Lice” Unicorn Badge? What about the “Magnetic” Menopause Relief pad? Is this the new direction Coles Supermarkets wishes to take its company – to be the purveyor of pseudo-science?

As apparently no one looked at the clinical evidence:
British Journal of Clinical Pharmacology 2002 December; 54(6): 577–582
doi: 10.1046/j.1365-2125.2002.01699.xfollow

What will it take to convince Coles Supermarkets that selling Homoeopathy is intellectually retarded?

If no one read or understood what was written in the original letter I am happy organise medical doctors to get in contact (person or phone) with someone in a position to begin the phasing-out of the sale of Homoeopathy by Coles Supermarkets.

The Brauer products have been around for a number of years and are ranged in most pharmacies and health food stores in Australia.

I absolutely agree. Brauer have been successful in selling sugar pills at a massively inflated price to both the public, and to Coles. Unfortunately, the sale of their product in Pharmacies is not indicative of efficacy.

For instance, until recently pharmacies were still selling PowerBalance Bands – A product with unsubstantiated, pseudo-scientific claims. Similar to your response, pharmacies provide the intellectually and ethically challenged concept of “choice”. It is a poor reason to stock a product that is not just unproven, but has been systematically disproved. Even today, some pharmacies still sell EKEN Power Bands – the same product as PowerBalance, but under a different brand name.

Brauer Natural Medicine operates a manufacturing facility that is licenced by the Therapeutic Goods Administration to produce listed therapeutic goods for sale in Australia. These products are made in strict accordance with the TGA’s code of Good Manufacturing Practice.

This has NOTHING to do with what I have contacted Coles about.

The fact that Brauer have a licence from the TGA to manufacture goods demonstrates nothing more than the TGA being satisfied that the manufacturing PROCESS adheres to the TGA’s regulations.

I am not making a claim about an unsafe manufacturing process. I am informing you, Coles, that what you have decided is that it is ethically permissible to sell products that do not have a sound theoretical basis, have not been proven to work, and have been systematically disproved.

If it sounds a though I am repeating, I am – I want to be very clear: What you are selling is pseudo-science.

Each individual product is formulated using ingredients that have a history of use for the listed indications, that in some cases goes back nearly 200 years.

Tradition or antiquity is not sufficient evidential basis for a product that claims to be a medicine. It is well worth noting that 200 years ago (when homoeopathy was invented) it was not known that germs existed, that blood-letting was a good way to make people get better because they believed they may have had an excess of “yellow bile, or “black bile”, and it was believed that people got sick because of “bad air”; in fact, advocates of Homeopathy believe that “disruptions in the body’s vital force” – from magical “bad air” – are the cause of all illnesses — Obviously, modern medicine has moved on from nonsensical beliefs such as these.

I’m confident that the Managing Director of Coles, Ian McLeod would rather take a proven sleep drug over a sugar pills to sleep better at night (perhaps you may wish to ask him to confirm); yet this is the useless “choice” being advocated by Coles through the sale of Homoeopathy – a product with NO robust clinical evidence for its use.

In accordance with the TGA’s requirements for listed products, Brauer holds the evidence to substantiate the indications listed for these products.

The “evidence” held by Brauer is nothing more than a Homoeopathic Pharmacopoeia – A book that demonstrates that Homoeopathy was used more than a couple of decades ago. Again, this is not evidence that the product works – rather, it is evidence that the product was used beyond a specified quantity of years. Repeating again: This is NOT evidence that the product works.

We care about our customers wellness and by ranging homeopathic products we are giving them a natural product choice, should they wish to purchase.

While sincerity for customer wellness is nice to hear, the rhetoric fails to be put in to practice. The complete opposite is demonstrated. What Coles Supermarkets is doing is confusing a situation for people who do not understand what homoeopathy is, which may very well lead them down a path of using it for other serious ailments – for which there are a HUGE number of homoeopaths quite willing to tell them they can take Homoeopathy as an Anti-Malarial, as a cure for cancer, as a way to treat autism, and as a treatment for serious infections.

Here’s the equivalent “choice” you provide –

You have cancer. Do you want:

1. The best possible medical treatment
2. To be slapped with a fish

While the correct answer is blatantly obvious, by providing “choice” where it is redundant Coles gives people the equivalent “choice” of treating cancer with a fish-slapping.

Once again, thank you for taking the time to contact us. We appreciate your feedback and look forward to your future custom at Coles.

Yours sincerely

While I understand that Brauer would have been consulted for the response, it seems as though Brauer approached Coles to sell their product for them – If this was not the case, did Coles’ Merchandise Team seek out Brauer before or after deciding it was an good idea to falsely sell sugar pills as a medicine?

Kind Regards,

Bayani Mills


  1. Although nothing came of it, good on you for having a go. Coles should be embarrassed about the nonsense on their shelves. Presumably these items can be bought by any child shopping for lollies, although they are very expensive lollies. What ethics apply?



  2. It goes to show how little Coles cares about its customer and how little understanding they have of homeopathy. If I wrote that style of answer in response to an essay question at Uni I would have been given zero marks for not addressing the question.

    Coles then gives you a slap in the face with a dead fish by invoking natural fallacy and other gibber gabber.

    It looks like IGA will be getting my business for the foreseeable future.



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