Victoria's former Premier Jeff Kennett has declared war on Coles Supermarket, branding its fresh and local campaign a 'con'.

Mr Kennett has accused the supermarket giant of deceptive behaviour by selling cheap imported bread, insisting it is not only misleading customers but will eventually drive Australian manufacturers out of business.

He says a new range of bread products sold as 'CuisineRoyale', are labelled Australian and carry the slogan 'Baked Today, Sold Today', but small print on the back of the pack revealed they were made in Ireland.

But Coles insists it is abiding by its Australia first sourcing policy and that the 'CuisineRoyale' range is a one off.

Coles spokesman Jim Cooper told Seven News: "We're trialling it, but at the end of the day customers will decide if it's something that stays on our shelves."

However, the fired up former Premier has already taken his complaint to the consumer watchdog demanding an inquiry into the supermarket giant's 'misleading' advertising.

"There are approximately 6,000 containers of loaves, muffins, bread sticks, being imported by Coles, products sold through very smart display units in their stores around the country," he told Fairfax Radio.

"All of these products for you mums and dads out there who shop at Coles is imported from Ireland."

"What they are trying to do is force the prices down by those who make the bread, the muffins or the bread sticks here in Australia. If the people can't afford to reduce their margins, they will lose volume and they will go out of business.

"This is a con, and this is what's happening to manufacturing right around Australia at the moment. I have sufficient evidence from a number of industries.

"They say they support Australian manufacturing, they do not. They are driving them out of the country."