Coles has announced new standards for its housebrand products, including reduced salt content.

The chain's Housebrand Quality Brand Standards document sets targets in areas such as salt, fat and artificial colours and flavours.

"In new housebrand products, we will minimise the use of salt by 25% over five years and aim to be lower than the leading market brand equivalent," said Coles quality manager, Jackie Healing.

She said the company has committed to use natural colours and flavours in its housebrand products where possible. Flavour enhancers such as MSG and glutamates are out altogether.

"The standards are effective immediately for new products but the process will not happen overnight. We hope that consumers will recognise that we are committed to ensuring a healthier future for Australians," said Healing.

Coles was congratulated on the plan by Professor Bruce Neal, chair of the Australian division of World Action on Salt and Health. "We can only hope that other major players in the food industry will follow this lead," he said.