Coles is certainly going against the flow these days and bravely (or perhaps stupidly?) bucking age-old festive food traditions.

First, the supermarket giant decided to sell hot cross buns year-round (shock! horror!) and now they’ve announced that they will be stocking fruit mince pies over 120 days early!

These classic fruit mince filled pies are usually spotted on shelves from early December, so consumers are a bit shocked (and confused) about the thought of filling their trolleys with Christmas bakery treats in August!

Opinions Are Divided

As reported in news.com.au, festive fans have labelled this controversial decision ‘gross’ and are fuming that Coles ‘destroyed the true meaning’ of this tasty tradition.

“It’s just too damn early to be selling Christmas stuff, take the excitement away,” said one tweet.

Others, however, have embraced this move saying that they are excited that they don’t have to wait months to get a bite of their favourite festive treats.

“Nothing wrong with Christmas in August,” another added. “If Christmas is the best day of the year (for most) then shouldn’t everyday be just like Christmas,” said a facebook commenter.

Early Pies Mean More Dough For Coles

Even though customarily, mince pies are meant to be eaten for good luck between Christmas Day and 5 January (Twelfth Night), most shops start stocking the sweet pastries a few weeks before the 25th.

However, 19 weeks early is the earliest we’ve seen Mince Pies hit the shelves.

We doubt that bringing early festivity to our tummies played part in this strategy. With Coles selling over 11.5 million mince pies last year, bringing the pies into the shelves earlier, will certainly mean much more dough for the supermarket.

“People clearly don’t want to wait for a little taste of Christmas, and we believe this season’s pies are the supermarket’s best yet. This year we’ve packed in even more fruit — more than twice as much as last year — inside a melt-in-your-mouth shortcrust pastry,” Coles product developer Liz da Silva has said.

Coles’ Christmas fruit mince pies are now available for purchase for $2 for a pack of six.

Do you think pre-Christmas mince pies are a good idea or not? Tell us in the comments below.

More On Mouths of Mums


  • I hate mince pies!i cannot stand the taste. However my mum loves them and wants then year round. So for her it’s not to early. However for me I think its a xmas only thing.


  • I personally think it’s too early but they are only doing it because there is a demand for them and they will make money. Who says that these products can only be sold during the festive seasons?


  • I don’t like this. I am going to be waiting until December to buy any Christmas food. If the demand isn’t there, the stores won’t do it.


  • Too early for these pies to come out, then Myers in Perth has Christmas stuff out now.


  • I have never eaten I one so my opinion doesn’t count for much but I don’t think it’s as special if it’s available all the time.


  • I don’t think this is a brave move for Coles. They are ruining a Christmas Tradition that means a lot to many people. This is so wrong and I don’t agree with it


  • A month or two ahead is ok but August I feel is a bit early.


  • I don’t see a problem. If you don’t like it, don’t buy them. Great cheap way to taste Xmas before it arrives, or start stocking up now as it can be quite expensive.


  • I love them so if they are available all year round its fine with me. Each to their own I say. The shops might make more moinies but thats what they do anyway.


  • I don’t love them at all or eat them so I’m not fussed … unless they’re taking up space from something I do love.


  • If people didn’t buy them then they wouldn’t be in the shops. Personally, I think it is far too early. We have Christmas food at Christmas time and Easter food at Easter time.


  • I dont think they have been off the shelves much with older stock only just gone


  • Way too early. But it doesn’t affect me – they are gross.


  • It’s too early, but I do like them :)


  • I hate this, leave something for celebration times, knock the fun out of everything


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