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European Private Label Awards 2021 – Meet The Finalists

By Steve Wynne-Jones
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From pre-packed octopus to vegetarian bolognese, and from bee-friendly apple juice to pumpkin seed flour, the finalists in this year's European Private Label Awards demonstrate why store brands are a force to be reckoned with in European retail.

Retailers from France, Germany, Spain, Italy, Portugal, Norway, The Netherlands, Sweden, Denmark, Iceland, Finland, Hungary, Turkey, Ukraine and the Baltic states were named among the finalists in this year’s Awards, which are organised by ESM: European Supermarket Magazine.

While the past 12 months have seen unprecedented changes in the European grocery industry, this did not dissuade retailers and suppliers from participating in the competition, with a record number of entrants taking part this year, including a number of first-time applicants.

The winners in this year's competition will be revealed in ESM Issue 2 2021, which will be published in mid-March.

"As this year's crop of entries demonstrates, Europe's retailers continue to be at the forefront of developing winning products that can compete with, and in many cases outperform, the biggest brands in the marketplace – even during challenging times," commented Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine.

"The sheer breadth of innovation on display illustrates why private label continues to be a game-changer in European retail."

The full list of finalists in this year's competition can be found at, as well as below.

In addition, Trace One, the leading platform for connecting retailers and suppliers, has teamed up with ESM: European Supermarket Magazine to offer a special prize to all winners and finalists in this year's European Private Label Awards. All finalists will be contacted with further details in due course.


The European Private Label Awards were launched in 2017 to determine the most impactful and innovative private label brands on sale in Europe's supermarkets, and celebrate the 'best of the best' when it comes to store brand innovation right across Europe. The Awards are open to both retailers and suppliers.

As part of the judging process, judges are asked to assess each product in terms of three important metrics, Innovation, Presentation and Taste. Due to the COVID-19 pandemic, this year's Awards were assessed both in-person, by a local judging panel, as well as virtually, by an international team of experts.

ESM would like to extend our sincere gratitude to our expert team of judges, including André Michel and Malachy O'Connor, International Private Label Consult (IPLC); Hermann Sievers,; Loe Limpens, Yellow Dress Retail; Valentine Bauret, Agro-Développement; Sebastiaan Schreijen, RaboResearch Food & Agri (FAR); Derek Reilly, Aramark; Valerie Rice, Valerie Rice Consulting; Jeanne Quigley, Irish Food Writers Guild; Emily Hourican, Hospitality Ireland; and Mark Kelly, ESM: European Supermarket Magazine.



PRODUCT: Porsi Viva Bem 'Maritime' Crackers
RETAILER: Intermarché Portugal
SUPPLIER: Telhas Confeitaria

PRODUCT: Anadolu Lezzetleri (Tastes of Anatolia) Amik Prairie Freekeh
RETAILER: Migros Ticaret (Turkey)
SUPPLIER: Teofarm Tarimsal Ürünleri̇ Üreti̇m Satiş

PRODUCT: Selection by Rimi Carrot Pesto
RETAILER: Rimi Baltic
SUPPLIER: Sancon Costa Ligure S.r.l

PRODUCT: Sapori & Idee Ragù di Carne di Chianina
RETAILER: Conad (Italy)
SUPPLIER: Le Bontà S.r.l.


PRODUCT: Nordic Craft Beer – Bio Spring Ale
RETAILER: Lidl Denmark
SUPPLIER: Bryggeriet Vestfyen A/S

PRODUCT: 11 Paralleli Bionda Non Filtrata
RETAILER: Conad (Italy)

PRODUCT: Bockbeer
RETAILER: Spar Netherlands
SUPPLIER: Brouwerij het Meuleneind

PRODUCT: Nordic Craft Beer – Ginger Beer
RETAILER: Lidl Denmark
SUPPLIER: Bryggeriet Vestfyen A/S


PRODUCT: ICA Selection Lemonad Persika/Lime/Mynta
SUPPLIER: Kiviks Musteri AB

PRODUCT: Penny Best Moments Juice Advent Calendar
RETAILER: Rewe Group (Germany)

PRODUCT: Fruity Sparkling Water Range
RETAILER: Système U (France)

PRODUCT: Rewe Beste Wahl Bee-Friendly Apple Juice
RETAILER: Rewe Group (Germany)
SUPPLIER: Rauch Fruchtsäfte GmbH & Co OG


PRODUCT: Sapori & Dintorni Crema al Pistacchio con 'Pistacchio Verde di Bronte DOP'
RETAILER: Conad (Italy)
SUPPLIER: Antichi Sapori dell'Etna S.r.l.

PRODUCT: Patatas Fritas Curcuma Y Pimienta
RETAILER: Consum (Spain)
SUPPLIER: Fritoper

PRODUCT: Netto ØGO Organic Raw Bites
RETAILER: Salling Group (Denmark)
SUPPLIER: Artenay Bars S.A.S.

PRODUCT: Sapori & Dintorni Panettone Basso Fichi Canditi e Gocce di Cioccolato
RETAILER: Conad (Italy)
SUPPLIER: Galup S.r.l.


PRODUCT: Grand Gout Soup
RETAILER: Dagrofa (Denmark)
SUPPLIER: Kildespring A/S

PRODUCT: Franprix Semolina And Vegetables
RETAILER: Franprix (France)
SUPPLIER: Les Plaisirs Du Midi

PRODUCT: WH Karl Johan Mushroom Soup
RETAILER: Lidl Denmark
SUPPLIER: Kildespring A/S

PRODUCT: REWE To Go Vegan Sushi Nanami
SUPPLIER: Natsu Foods GmbH & Co. KG


PRODUCT: Viejo de Oveja Manchego Cheese
RETAILER: Consum (Spain)
SUPPLIER: Lactalis

PRODUCT: Délisse UHT Creams
RETAILER: E. Leclerc (France)

PRODUCT: Rewe Bio Caffè Latte
RETAILER: Rewe Group (Germany)
SUPPLIER: Molkerei Gropper

PRODUCT: Bilka/føtex Princip Knas Matured Cheese
RETAILER: Salling Group (Denmark)
SUPPLIER: Løgismose Meyers


PRODUCT: Coop Pea Bologne Veg Dag (Vegan Pea Bolognese)
RETAILER: Coop Norge (Norway)
SUPPLIER: Gronko Sweden

PRODUCT: ICA Selection Vegansk bönröra (Vegan Bean Dip)
SUPPLIER: Jesses Deli AB

PRODUCT: Penny Food For Future Frozen Rice Nuggets
RETAILER: Rewe Group (Germany)

PRODUCT: Rimi Pumpkin Seed Flour
RETAILER: Rimi Baltic
SUPPLIER: Mlyn Niedzwiady Sp z o.o. Sp.k.


PRODUCT: WH Økologisk Kokossorbet
RETAILER: Lidl Denmark
SUPPLIER: Jacob & Jakob Icecream

PRODUCT: Pingo Doce Dairy-Free Salted Caramel Ice Cream
RETAILER: Pingo Doce (Portugal)
SUPPLIER: Pingo Doce Distribuição Alimentar SA

PRODUCT: Rewe Bio Frozen Edamame
RETAILER: Rewe Group (Germany)
SUPPLIER: Öko Service GmbH

PRODUCT: Salling Take-Away Garlic Flatbread
RETAILER: Salling Group (Denmark)
SUPPLIER: Freiberger Lebensmittel Gmbh & Co


PRODUCT: Sapori & Idee Conad Arrosto Di Pollo Come Una Volta
RETAILER: Conad (Italy)

PRODUCT: Coop Laks 1-2-3 Thyme/Rosemary
RETAILER: Coop Norge
SUPPLIER: Coast Seafood

PRODUCT: Regnum Spicy Beef Steak Tartare
RETAILER: Spar Hungary
SUPPLIER: Terra Pannonia Ltd

PRODUCT: Sapori & Idee Conad Polpo Intero Pronto Da Gustare
RETAILER: Conad (Italy)
SUPPLIER: Angulas Aguinaga S.A.U.


PRODUCT: Friegasuelos Aloe Vera Monodosis
RETAILER: Consum (Spain)

PRODUCT: Fairtrade Organic Shopper
RETAILER: Spar Netherlands

PRODUCT: Pirkka Ecological Cleaning Range
RETAILER: Kesko (Finland)
SUPPLIER: Nopa Nordic

PRODUCT: Blink Naturelle 'Made by Nature' Range
RETAILER: Müller (Germany)
SUPPLIER: Nopa Nordic


PRODUCT: Danöl Milt Shower Gel
RETAILER: Danöl (Iceland)
SUPPLIER: Nopa Nordic

PRODUCT: Genetic Lab Gen 63 Lift Genesis
SUPPLIER: Ningbo Multi Channel Co Ltd.

PRODUCT: Cien Sensitive Personal Care Range
SUPPLIER: Nopa Nordic

PRODUCT: Be Beauty – Face Cream Blue Light Protection
RETAILER: Pingo Doce (Portugal)
SUPPLIER: Pingo Doce Distribuição Alimentar SA.


About the European Private Label Awards

With private-label market share at an all-time high across Europe, and innovative store brands now penetrating even the most diverse of supermarket categories, ESM: European Supermarket Magazine developed the European Private Label Awards in 2017 to acknowledge excellence in this dynamic industry. The European Private Label Awards are open to retailers all across Europe, as well as suppliers serving the European grocery sector with private label products. For more information, visit

About ESM: European Supermarket Magazine

ESM: European Supermarket Magazine is Europe's dedicated magazine for the European grocery sector. ESM is a must-read for senior managers and top-level executives working in the European grocery sector, or supplying the retail industry. For more information, visit

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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