Words are hard. What actually does "fresh" mean? Don't ask Coles' social media team -- they are struggling with that today. Yesterday, a post on the supermarket giant's Facebook page asked if Coles' own "Coles Brand Fresh" milk was made from reconstituted milk powder rather than being "fresh", as the name suggests. In answer to the post, Coles said "We can confirm that Coles Brand Fresh milk is made from reconstituted milk powder."