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Private Label

European Private Label Awards 2022 – Winners Revealed!

The results are in! A total of 12 European retailers have been named as category winners in this year’s European Private Label Awards, which are hosted by ESM: European Supermarket Magazine.

Aldi Nord (Germany and Portugal), REWE Group (Germany), Conad (Italy), Pingo Doce (Portugal), Rimi Baltic (the Baltic states), REMA 1000 (Denmark), Dunnes Stores (Ireland), Superunie (the Netherlands), AB Vassilopoulos (Greece), Müller (Germany) and Intermarché (Portugal) took home the top honours across 14 grocery categories, with Conad and Pingo Doce also taking the top honours in three ‘Best of the Best’ categories.

In total, some 56 products were named among the winners and finalists in this year’s contest, with retailers and suppliers from more than 20 countries participating. A full list of winners can be found below.

“The winners in this year’s European Private Label Awards demonstrate why store brands continue to be a force to be reckoned with in European grocery,” said Stephen Wynne-Jones, editor, ESM: European Supermarket Magazine.

“With private-label penetration at an all-time high and shoppers looking for good value at the right price, there’s every reason to suspect that this segment will continue to grow exponentially in the years to come.”

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

The entry process is NOW OPEN for next year’s edition of the European Private Label Awards – log on to privatelabelawards.com.

ABOUT THE AWARDS

The European Private Label Awards were launched by ESM in 2017, to determine the most impactful and innovative private-label brands on sale in Europe’s supermarkets. Open to both retailers and suppliers, the awards celebrate the best of store brand innovation on a pan-European level.

As part of the 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, SMK-Consult.com; Sebastiaan Schreijen, RaboResearch Food & Agri (FAR); Valerie Rice, Valerie Rice Consulting; Brian Daly, Brian Daly Consulting; Emily Hourican, Hospitality Ireland; and Mark Kelly, ESM: European Supermarket Magazine.

2022 EUROPEAN PRIVATE LABEL AWARDS WINNERS

AMBIENT GROCERY

WINNER

Retailer: Pingo Doce
Name of Product: Go Active Smooth Peanut Butter
Name of Manufacturer: Pingo Doce – Distribuição Alimentar, S.A.

Pingo Doce’s Go Active brand was developed for all those who are active in their day-to-day lives, or aspire to be, promoting health through nutrition. Within this range, Go Active Smooth Peanut Butter comes in a convenient, resealable 750g pouch. The judges praised Pingo Doce’s efforts to extend the peanut butter category into a whole new segment – fitness and nutrition – with packaging very much tailored to this market. This product is ‘completely in line with the needs of its target group’, as one judge put it.

FINALISTS

Retailer: Salling Group
Name of Product: Salling ØKO Vanilla Sugar
Name of Manufacturer: Karlsens A/S

Retailer: Migros Turkey
Name of Product: M Life Honey & Propolis Mix
Name of Manufacturer: Altiparmak Gida San.

Retailer: Conad
Name of Product: Sapori & Idee Conad – Filetti di Alici del Mar Cantabrico
Name of Manufacturer: Rizzoli Emanuelli S.p.a.

BEVERAGES (ALCOHOLIC)

WINNER

Retailer: RIMI Baltic
Name of Product: Bartender’s Club Premium Gin 40%
Name of Manufacturer: Altia Eesti AS

Bartender’s Club Premium Gin has been developed to showcase the power of northern nature. It boasts intense floral and citrus aromas, mixed with a hint of dill and cumin. The judges said that gin is ‘very on trend’ at the moment, and RIMI Baltic has sought to capitalise on that with a stylishly presented, flavoursome product at a reasonable price (€13.99). The use of botanicals on the packaging conveys a premium positioning.

FINALISTS

Retailer: Aldi Netherlands
Name of Product: Aldi Schultenbräu IPA
Name of Manufacturer: Swinkels Family Brewers N.V.

Retailer: SPAR Netherlands
Name of Product: SPAR Quadrupel
Name of Manufacturer: Brouwerij ‘t Meuleneind

Retailer: Aldi France
Name of Product: Aldi Charles & César DUO Bag-in-Box – Bordeaux and Médoc
Name of Manufacturer: Charles Larraque

BEVERAGES (NON-ALCOHOLIC)

WINNER

Retailer: Aldi Nord Germany
Name of Product: Aldi Rio d’Oro Saft Plus
Name of Manufacturer: Molkerei Gropper GmbH & Co. KG

Aldi Nord has added vitamins and minerals to its popular juice range, with the unveiling of Saft Plus. Each product in the range boasts its own additional benefit, while the packaging is sustainable, comprising 100% rPET plastic and an LD sleeve. The judges said that the choice of name – Saft Plus – clearly illustrates the product’s benefits, while the decision to present a broad colour palette with the packaging ensures standout on shelf. As one judge put it, the juice category is ‘ideal’ for conveying the message of added vitamins and minerals.

FINALISTS

Retailer: Kesko
Name of Product: Pirkka Amppari, Murkku, Toukkis, Banskis soft drinks
Name of Manufacturer: Laitilan Wirvoitusjuomatehdas Oy

Retailer: REWE Group
Name of Product: REWE To Go Wassermelonenlimo
Name of Manufacturer: A.L. Hoogesteger Fresh Specialist B.V.

Retailer: REMA 1000
Name of Product: REMA 1000 Organic Unfiltered Apple Juice
Name of Manufacturer: Orskov Foods A/S

BREAKFAST PRODUCTS

WINNER

Retailer: Aldi Portugal
Name of Product: Aldi Tamara Sortido Doces de Abóbora
Name of Manufacturer: Quinta de Jugais

Aldi Portugal offers an assortment of three different pumpkin-flavoured spreads, produced in Portugal, which previously won the Sabor ‘Flavour of the Year’ prize. The product is positioned as a premium item at an affordable price. The judges praised Aldi’s efforts to broaden the flavour profile of the breakfast table through the use of pumpkin as a core ingredient. Authentic packaging coupled with an attractive price point (€1.89) ensures that this product hits the sweet spot.

FINALISTS

Retailer: Müller
Name of Product: Bio Primo Lindenblütenhonig Bioland
Name of Manufacturer: Meisterhonig GbR

Retailer: Lidl Denmark
Name of Product: Deluxe Fig Jam
Name of Manufacturer: Give Konfekture

Retailer: REWE Group
Name of Product: Naturgut Bio-Shots Adventskalender
Name of Manufacturer: Holderhof Deutschland GmbH

CONFECTIONERY & SNACKING

WINNER

Retailer: Aldi Nord and Aldi Süd, Germany
Name of Product: Aldi Choceur Choco Changer
Name of Manufacturer: Libeert SA

With the Fairtrade-certified Choceur Choco Changer, Aldi Nord and Aldi Süd are expanding their range of sustainable chocolate. The discounters adhere to Tony’s Chocolonely’s mission: to change the prevailing standards in the cocoa industry. This includes ending poverty, illegal child labour, and deforestation, thus creating a new standard. This range is available in three delicious flavours: Hazelnut, 70% Dark Chocolate, and Salted Caramel. The judges noted that Aldi Nord and Aldi Süd have ‘come together’ to launch this product, which underlines the discounters’ focus on improving standards in the supply chain. Appealing packaging further illustrates the product’s positioning – a private-label brand that is seeking to make a difference.

FINALISTS

Retailer: Conad
Name of Product: Sapori & Idee Panettone Basso, with Gold Chocolate and Caramel, and with Candied Black Cherries and Chocolate Chips
Name of Manufacturer: Galup S.r.l.

Retailer: Salling Group
Name of Product: Premieur Piemonte IGP Hazelnuts
Name of Manufacturer: Noly ApS

Retailer: REMA 1000
Name of Product: REMA 1000 Liquorice Balls with Dulce Chocolate
Name of Manufacturer: Nordthy A/S

CONVENIENCE FOODS/FOOD TO GO

WINNER

Retailer: REWE Group
Name of Product: REWE To Go Snack Wrap
Name of Manufacturer: Natsu Foods GmbH & Co. KG

REWE To Go snack wraps are available in three variations: two different mini wraps with a dip; three mini wheat patties with tomato, chicken breast strips, and crunchy endive rocket salad; and three mini wheat patties with spinach, dried and fresh tomatoes, and crunchy endive rocket salad, as well as a separate Caesar dressing. The judges praised REWE’s continued efforts to develop innovations in the to-go segment with this product, which offers both convenience and variety.

FINALISTS

Retailer: REWE Group
Name of Product: REWE To Go Super Bowl
Name of Manufacturer: Heinrich Kühlmann GmbH & Co. KG

Retailer: SPAR International
Name of Product: SPAR Natural Organic Smoothie Apple-Strawberry
Name of Manufacturer: GO Fruselva S.L.

Retailer: Aldi Nord Belgium
Name of Product: Aldi Bistro’vite Verse Soup
Name of Manufacturer: BCS

DAIRY PRODUCTS

WINNER

Retailer: Conad
Name of Product: Conad Finette Burger al Gorgonzola, Conad Finette Burger alla Scamorza, Conad Finette Burger al Pecorino
Name of Manufacturer: Inalpi S.p.a.

This range of Conad Burger Finettes was created with the aim of riding the growing gourmet burger trend. Conad has chosen the most appreciated and trendy Italian cheeses to enrich any burger, with three variants available: Gorgonzola DOP, Pecorino and Scamorza. The judges said that this product rewrites the rule book when it comes to the cheese slice category, with an exciting array of refined flavours that help to showcase the tastes of Italy.

FINALISTS

Retailer: Pingo Doce
Name of Product: Enriched Milk Pura Vida 1L
Name of Manufacturer: Pingo Doce – Distribuição Alimentar, S.A.

Retailer: Carrefour (France)
Name of Product: Carrefour Organic Semi-Skimmed Milk
Name of Manufacturer: LSDH

Retailer: Conad
Name of Product: Sapori & Idee Burro Salato
Name of Manufacturer: Inalpi S.p.a.

FREE-FROM FOODS

WINNER

Retailer: REMA 1000
Name of Product: REMA 1000 Organic Gluten-Free Biscuits with Chufa Flour
Name of Manufacturer: Nykers A/S

This REMA 1000 biscuit range is produced with chufa flour, which has a mild and nutty taste. Due to this type of flour, the biscuits are certified gluten-free. They are baked by Nykers, a small gourmet bakery in Bornholm, Denmark, that focuses on high-quality organic products. The judges hailed REMA 1000’s efforts to bring regionality into focus in the free-from segment, as well as highlighting local producers. The product was also considered ‘high end’, despite the keen pricing (€3.35 per pack), which illustrates the retailer’s efforts to make free-from accessible to everyone.

FINALISTS

Retailer: Pingo Doce
Name of Product: Walnut and Rice Vegetable Drink
Name of Manufacturer: Pingo Doce – Distribuição Alimentar, S.A.

Retailer: Desarrollo de Marcas/Euromadi
Name of Product: Alteza No-Added-Sugar Intense Dark Chocolate Bar
Name of Manufacturer: Chocolates Torras, S.A.

Retailer: REWE Group
Name of Product: Naturgut Bio Proteinpulver (Erbse und Reis)
Name of Manufacturer: Borchers Fine Food GmbH

FROZEN FOOD

WINNER

Retailer: Dunnes Stores
Name of Product: Dunnes Stores Simply Better Italian-Made Pistachio Gelato
Name of Manufacturer: G7 S.r.l.

The Visani family has been producing gelato in Bologna, Italy, since 1958. Dunnes Stores’ Simply Better Italian-Made Pistachio Gelato is produced according to the traditional recipe and methods handed down through three generations of the Visani family. Italian milk and cream are combined with Pistacchio Verde di Bronte DOP to create a rich, creamy gelato. The judges praised the authentic packaging of the product, as well as highlighting the connection with Italian family production, which helps boost the product’s credibility and is in keeping with the standards adhered to by the Simply Better brand.

FINALISTS

Retailer: Conad
Name of Product: Sapori & Idee Tartufo Nero and Tartufo Bianco
Name of Manufacturer: Callipo Gelateria S.r.l.

Retailer: REMA 1000
Name of Product: REMA 1000 Crooked Mini Spring Rolls
Name of Manufacturer: Daloon A/S

Retailer: Salling Group
Name of Product: Salling Passion Fruit Snack
Name of Manufacturer: Greenyard

MEAL ACCOMPANIMENTS

WINNER

Retailer: Superunie
Name of Product: BIO+ Organic Plants: Basil, Chive, Cilantro, Parsley and Mint
Name of Manufacturer: Fossa Eugenia B.V.

Superunie’s BIO+ organic fresh herbs come in innovative, sustainable packaging that can be used as pots, thereby reducing the amount of plastic by 70%. While potted herbs are a common sight in European supermarkets, the judges praised the organic positioning of this range and its keen pricing (€1.39 per unit), as well as the reduced use of packaging. In addition, the longevity of the herbs was also praised, with many still flourishing weeks after the judging took place.

FINALISTS

Retailer: Salling Group
Name of Product: Princip Croissant Burgerboller
Name of Manufacturer: Wios Food ApS

Retailer: RIMI Baltic
Name of Product: RIMI Planet Hummus
Name of Manufacturer: Menken Salades & Sauzen B.V.

Retailer: Salling Group
Name of Product: Princip Sliders
Name of Manufacturer: Wios Food ApS

MEAT & SEAFOOD

WINNER

Retailer: Conad
Name of Product: Sapori & Dintorni Conad Hamburger
Name of Manufacturer: CEM Soc. Coop

Each product in Conad’s Sapori & Dintorni hamburger range comes with a Protected Geographical Indication (IGP or PGI) mark, as well as Vitellone Bianco dell’Appennino Centrale certification – the leading quality mark for fresh beef in Italy. The range includes beef from cattle breeds typical of central Italy: Chianina, Marchigiana and Romagnola. The judges praised the ‘high quality’ of the meat, as well as the manner in which Conad is using the Sapori & Dintorni brand to highlight the different flavours of Italy, creating a ‘restaurant standard’ experience in a category not typically renowned for premium offerings.

FINALISTS

Retailer: RIMI Baltic
Name of Product: RIMI Sprats in Olive Oil
Name of Manufacturer: Gamma-A SIA

Retailer: REMA 1000
Name of Product: REMA 1000 Free-Range Pork Roast from Peter & Lene
Name of Manufacturer: Tamaco Food A/S

Retailer: Conad
Name of Product: Sapori & Idee Ravioli al Granchio Reale
Name of Manufacturer: Bertagni 1882 S.p.A.

NON-FOOD (HOUSEHOLD)

WINNER

Retailer: AB Vassilopoulos
Name of Product: OceaniQ Household Products Range
Name of Manufacturer: D. Papamichail & Co. LP

OceaniQ is AB Vassilopoulos’s exclusive household brand. The packaging is recyclable, and the bottles for the entire range are wholly made from recycled abandoned fishing nets collected from oceans around the world. The range aims to protect the life of ocean creatures, which are displayed in the illustrations across the products’ packaging. The judges noted that while there were a number of entries this year that featured reused plastic from fishing nets, this product really ‘brings the message home’ to the consumer, with appealing packaging that underpins the ‘protect the oceans’ message.

FINALISTS

Retailer: Müller
Name of Product: Softstar Toilettenpapier Das Öko Clevere
Name of Manufacturer: Hyga GmbH & Co. KG

Retailer: Colruyt
Name of Product: Boni ECO Product Range
Name of Manufacturer: Nopa Nordic

Retailer: Dagrofa
Name of Product: Grøn Balance MILJØ Range
Name of Manufacturer: Nopa Nordic

NON-FOOD (PERSONAL CARE)

WINNER

Retailer: Müller
Name of Product: Aveo Bambusrasierer
Name of Manufacturer: MTC – Trading Company GmbH

The bamboo shaver from the Aveo range, from German drugstore operator Müller, uses bamboo sourced from FSC-certified cultivation and is 100% biodegradable. The judges said that this was a timely innovation in a category that has historically generated a lot of waste – disposable razors – and that Müller deserves to be commended for seeking to address this. In addition, attractive packaging highlights the product’s sustainable message.

FINALISTS

Retailer: Pingo Doce
Name of Product: Be Beauty Bar Shampoo
Name of Manufacturer: Groupe GM – Cosmética Portugal S.A.

Retailer: EVA
Name of Product: Izumi Collagen Hair Fillers – Intensive Renovation
Name of Manufacturer: Koreacos Co. Ltd

Retailer: Pingo Doce
Name of Product: Eco Diapers
Name of Manufacturer: Pingo Doce – Distribuição Alimentar, S.A.

TEA, COFFEE & HOT DRINKS

WINNER

Retailer: Intermarché Portugal
Name of Product: Organic Coffee from Brazil and Honduras
Name of Manufacturer: Bicafé

Single-origin and organic-farming products are two big trends in the coffee market, and Intermarché decided to include these products in its ground roasted coffee range, with specially selected blends sourced from Brazil and Honduras. The judges said that the bright, colourful packaging makes the product stand out on shelf, while the intense aroma and prolonged flavour is on a par with that of an upmarket coffee. Portugal has a reputation for quality coffee, and this product illustrates why.

FINALISTS

Retailer: Superunie
Name of Product: G’woon Coffee Beans and Capsules
Name of Manufacturer: Neuteboom, UCC Coffee Benelux B.V.

Retailer: Lidl
Name of Product: Bellarom Handcraft Coffee Beans
Name of Manufacturer: Lidl Stiftung & Co. Ltd

Retailer: Intermarché Portugal
Name of Product: PorSi Café ORIGENS Brasil/Colombia/Kenya
Name of Manufacturer: Galvão & Noronha, Lda

BEST OF THE BEST

As well as the 14 grocery categories, the European Private Label Awards also acknowledge the ‘best of the best’ in terms of the three core judging pillars involved in the competition – taste, innovation and presentation – with the Taste Excellence Award, the Innovative Product of the Year Award and the Packaging Excellence Award.

TASTE EXCELLENCE AWARD

Retailer: Conad
Name of Product: Sapori & Idee Ravioli al Granchio Reale
Name of Manufacturer: Bertagni 1882 S.p.A.

Conad’s Sapori & Idee range of products highlights refined recipes from Italy and the world, and its king crab ravioli hit the mark with our judges for premium flavour, carefully selected ingredients, and ease of preparation. This product was a runner-up in the Meat & Seafood category, however, it scored highest overall for taste.

INNOVATIVE PRODUCT OF THE YEAR

Retailer: Pingo Doce
Name of Product: Go Active Smooth Peanut Butter
Name of Manufacturer: Pingo Doce – Distribuição Alimentar, S.A.

The judges commented that they had never seen peanut butter presented in this way, and given the current trend for health and wellness, Pingo Doce deserves credit for developing a new usage occasion for a well-known product. This product was also named the winner of the Ambient Grocery category.

PACKAGING EXCELLENCE AWARD

Retailer: Conad
Name of Product: Sapori & Idee Panettone Basso, with Gold Chocolate and Caramel, and with Candied Black Cherries and Chocolate Chips
Name of Manufacturer: Galup S.r.l.

Italian retailer Conad takes its second ‘Best of the Best’ award for its Sapori & Idee panettone range, with the judges hailing the premium presentation, clear product description, and overall brand positioning of the Sapori & Idee range. This product was a runner-up in the Confectionery & Snacking category.

FURTHER INFORMATION

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 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 www.privatelabelawards.com.

© 2022 European Supermarket Magazine – your source for the latest Private-Label news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.

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