Traditionally used to give fruit an enticing shine, Coles has stopped adding wax to its apples in favour of an au naturel look.

The initiative was rolled out in the ACT this week after it garnered positive customer reviews during trials in the Northern Territory, Western Australia and South Australia.

The Canberra Times put the new fruit to the test and found that, although they might look a touch duller, they haven't lost anything in flavour.

Hairdresser Anita Gill tucked into a crunchy red delicious outside the Coles store in the suburb of Curtin.

"It's really good," she said.

"It's absolutely better having un-waxed fruit."

Emily Kelly works around the corner from the Curtin Coles and said she bought an apple for lunch most days.

She was surprised to hear wax had been phased out but said she was attracted to natural-looking fruit anyway.

Her taste test did not go quite so well, however, and although she was stitched-up with a "mushy" apple, she said she would be drawn to the fruit in the future.

Store manager for Coles Griffith, Tina D'Avanni, said customers had been loving the new apples since their introduction on Wednesday.

"So far the response to our apples no longer having added wax has been positive with some commenting the apples look fresh, are crunchy and easier to bite," she said.

"We're pleased we can offer a more natural version of this fresh favourite to our customers and we hope they will enjoy our apples even more."

Coles general manager of fresh produce, Brad Gorman, said the response from customers had been clear-cut.

"We know our customers want to eat more natural, fresh foods so we are proud to work with apple growers all over Australia to remove the waxing process and offer a more natural version of this Australian favourite."