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Private Label

Continente Turns End-Of-Shelf-Life Bananas Into Cake Treat

Portuguese grocery retail chain Continente has launched 'Panana', a private-label product made from bananas at the end of their shelf life.

The cake-like product, which has a suggested retail price of €4, is made from bananas that have no commercial value because they are too ripe. On the company's website, it is described as having a moist texture and a sweet flavour.

The make-up of this new product is similar to a line of Continente candy and chutney, which was introduced last June and is also produced from fruit and vegetables at the end of their sell-by date.

https://www.youtube.com/watch?v=sGQmfToI9MM

The Circular Economy

The launch of Panana is part of the Continente’s 'Transformar.te' project which, in turn, is part of the Missão Continente programme that aims to reduce waste through repackaging and reusing products, raising money through internal donations, and other activities.

The process of transforming food products at the end of their shelf life, through reuse, recovery or recycling, is an effort on behalf of the retailer to create a circular economy.

Any food surplus which cannot be recovered is sent to charities and animal welfare organisations daily. Last year, these donated foodstuffs were equivalent to 2 million meals.

The Transformar.te project earned Continente a prize at the Food & Nutrition Awards, as well as a nomination at the World Retail Awards.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: European Supermarket Magazine

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