You may have noticed your local Coles Express service station has rebranded recently, as new owner Viva Energy looks to make its mark with a new moniker called Reddy Express.

The oil giant bought Coles’ network of 700 service stations in 2023 and has rebranded more than 100 sites across the country, hoping to complete all stores within three and a half years.

The agreement will result in the Coles Express brand disappearing entirely, though both companies have previously stressed that there won’t be any direct changes that will affect consumers.

The existing convenience store with hot food will stay, alongside loyalty programs such as FlyBuys, and the 4 cent petrol discount dockets in partnership with Coles’ supermarkets.

The petrol sold at the service stations also won’t change, with a long-term agreement with multinational oil giant Shell running through to 2029 under which Reddy will continue to sell its fuel.

“Consistency and familiarity are critical to reassure our customers that they will continue to receive the same great service, offers, loyalty and rewards as they enjoy today,” Viva CEO Jevan Bouzo says about the change in a notice published to Coles’ website.

“The transition of the Coles Express business over to Viva Energy has gone very well and the rebranding of these sites now to Reddy Express is the next step.”

The difference consumers will notice is a new label on the doors and a changed colour scheme.

Viva wants to differentiate its network from the traditional Coles Express business it bought and its wider portfolio of service stations variously branded as Shell and Liberty petrol stations.

In total, the company operates more than 13,000 service stations across Australia as a shell licensee.

The move is also aptly timed from Viva, because the Coles brand itself is enduring a torrid period with consumers at the moment amid widespread public backlash against major supermarkets.

The Australian Competition and Consumer Commission (ACCC) is suing both Coles and Woolworths for ‘illusory’ discounts and has declared competition is inadequate in the industry.

The anger has led to declining public trust in the major supermarket brands, which have traditionally been eager to plaster their logos across service stations nationwide.

Coles’ exit from the service station business earned it $300 million and a chance to get out of the business of operating a network of its own stores while still retaining supply agreements.