Supermarket giant Coles has paid multiple fines totalling $61,200 for allegedly misleading consumers about the origin of some of its fresh produce.

The Australian Competition and Consumer Commission (ACCC) says Helping Australia Grow signs were hung above imported navel oranges, kiwi fruit, asparagus and almonds.

It said the triangular Australian Grown symbol was also used.

The watchdog said the display gave the impression the imported fruit had been locally grown.

The ACCC said the country of origin was identified on stickers and packaging, but it was too small to override the impression it had been sourced in Australia.

Five stores in Queensland, NSW, WA and the ACT were accused of displaying the misleading signage between March and May.

Coles has denied it broke any laws and said it paid the fine to avoid costly legal action.

It said new stock was being relocated in stores still displaying old signage.

"Coles remains committed to its Helping Australia Grow and 96 per cent Australian fresh produce advertising statements, despite infringement notices issued by the ACCC over claims of misleading consumers," it said in a statement.

"Coles does not believe that it has contravened any law but has paid the ACCC fines as a matter of practical expediency to avoid a lengthy and costly legal action in defending our position."

In a separate case, the supermarket will still have to defend itself against claims it misled consumers about where and when its bread is baked.

The ACCC said Coles deceived shoppers by claiming some of its bread was "freshly baked in-store" when it was actually partially baked elsewhere.

Coles says it will vigorously defend itself against the claims.

The case will be heard in the Federal Court in August.