Is it ultra-processed?
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Is Coles Brioche chocolate chip ultra-processed?

Brioche filled with chocolate drops Sold in Australia

Yes, it's ultra-processed

  1. 1 Unprocessed
  2. 2 Kitchen staple
  3. 3 Processed
  4. 4 Ultra-processed

Signs of ultra-processing in its ingredients:

  • 34 ingredients
  • 3 additives

Less processed brioches

Less processed isn't automatically healthier, so compare the labels for what matters to you, such as sugar or salt.

Ingredients

Ultra-processing Processing signs are highlighted

Avg, Quantity Avg, Quantity per Serving per 100g 601k (144Cal), 1720k (411Cal), 2.98 8.2g 6.28 17.8g 2.88 8.0g LESS THAN 1g LESS THAN 1g 53.3g 18.7g 6.0g 17.2g 1.4g LESS THAN 1g 399mg 140mg Wheat Flour, Chocolate Chips 11% (Sugar, Cocoa Mass, Cocoa Butter, Emulsifier (Soy Lecithin, Sunflower Lecithin)), Sugar, Palm Fat, Egg 8%, Water, Rapeseed Oil, Emulsifier (471** From Palm), Yeast, Milk Powder, Fibre (Wheat Fibre, Psyllium Husk), Salt, Wheat Gluten, Natural Flavouring, Antioxidant (300), Milk Protein, Contains sustainable palm oil, Find out more at ra.org STORAGE

Additives: E300 Ascorbic acid , E322 Lecithins , E322i Lecithin

As written on the pack

Avg. Quantity Avg. Quantity per Serving per 100g 601k) (144Cal) 1720k) (411Cal) 2.98 8.2g 6.28 17.8g 2.88 8.0g LESS THAN 1g LESS THAN 1g 53.3g 18.7g 6.0g 17.2g 1.4g LESS THAN 1g 399mg 140mg Wheat Flour, Chocolate Chips (11%) [Sugar, Cocoa Mass, Cocoa Butter, Emulsifier (Soy Lecithin or Sunflower Lecithin)], Sugar, Palm Fat**, Egg (8%), Water, Rapeseed Oil, Emulsifier (471** From Palm), Yeast, Milk Powder, Fibre [Wheat Fibre, Psyllium Husk Powder], Salt, Wheat Gluten, Natural Flavouring, Antioxidant (300), Milk Protein. ALLERGY ADVICE Contains wheat, gluten, egg, milk, soy. May contain hazelnut, peanut. ** Contains sustainable palm oil. * Rainforest Alliance Certified. Find out more at ra.org STORAGE

What makes it ultra-processed

Cosmetic additives

Added to change how the food looks, feels or tastes, not to keep it safe. A hallmark of ultra-processed food.

  • E322 Lecithins Lecithins are fatty substances extracted mostly from soybeans, sunflower seeds or eggs, used as emulsifiers to keep fat and water mixed, for example in chocolate.
  • Emulsifier Emulsifiers keep fat and water from separating, giving products a smooth, stable texture over a long shelf life.
  • Flavouring Flavourings are concentrated aroma preparations that add or intensify a taste.

Substances rarely used in home kitchens

Refined or extracted in factories, such as syrups made from starch or isolated proteins. The other hallmark of ultra-processed food.

  • Gluten Wheat gluten, sold as "vital wheat gluten", is the protein washed out of wheat flour.
  • Milk proteins Milk proteins are proteins separated from milk, such as caseinates and whey protein concentrates, added to adjust texture or raise protein content.
  • Vegetable fiber Isolated plant fibres, such as inulin, oat fibre or bamboo fibre, are extracted industrially and added to change texture or support "source of fibre" claims.
4 ingredients that would only make it processed

Kitchen staples like sugar, salt and oil. On their own they make a food processed, not ultra-processed.

  • Salt Salt, added for taste and preservation.
  • Sugar Sugar refined from sugar cane or beet.
  • Sweet snacks Products in the category "Sweet snacks" are at least group 3.
  • Milk powder Milk powder is milk with the water evaporated off: a preserved form of a whole food rather than an industrial extract.

How the NOVA groups work

Among 10 brioche filled with chocolate drops

From least to most processed, this one ranks 3rd. 100% of the brioche filled with chocolate drops here are ultra-processed.

Ranked by NOVA group, then by the number of ultra-processing signs, additives and ingredients. Our ordering, not part of NOVA.

All 10 brioche filled with chocolate drops, least processed first

About this information

  • Data from this product on Open Food Facts (barcode 9310645308135, last edited 10 May 2026), available under the Open Database License. If something is wrong or the recipe has changed, you can correct it there.
  • The NOVA group is an automated estimate from crowdsourced data: a missing or mistyped ingredient can change it.
  • General information, not medical or dietary advice. Check the pack if you have an allergy.