Private Label

European Private Label Awards 2023 – About The Judging Process

By Steve Wynne-Jones
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European Private Label Awards 2023 – About The Judging Process

The European Private Label Awards were launched by ESM: European Supermarket Magazine in 2017, to determine the most impactful and innovative private-label products 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.

Read More: European Private Label Awards 2023 – Finalists Announced!

As part of the judging process for the awards, judges are asked to assess each product in terms of three important metrics.

1. Innovation. How well does a product convey innovation and differentiation from other products in the marketplace? How well does it tap into consumer trends and/or create new opportunities within its specific category? Does it offer something you have not yet encountered in the grocery space?

2. Presentation. How well is this product presented? Does the packaging accurately convey the product’s composition and qualities, and to what degree does the product stand out on shelf? Does it feature any novel or eye-catching packaging features?


3. Taste. How does the product taste? Does it meet, or even exceed, taste expectations for a product in its category? Does it offer a flavour profile or texture you haven't experienced before?

About The Judging Panel

The judging panel in the European Private Label Awards comprises a team of experts from across the retail and private label spectrum, as well as a number of culinary experts.

The panel includes André Michel, a partner of International Private Label Consult (IPLC), a leading private-label consultancy; Hermann Sievers of SMK Consult, an acknowledged private-label expert in Germany; Valentine Bauret, Agro-Développement; Sebastiaan Schreijen, industry analyst at RaboResearch Food & Agri (FAR) in the Netherlands; Lucy Ingram, retail analyst with IGD; Loe Limpens, creative director, HEMA, and a renowned expert in packaging and brand design; Valerie Rice of Valerie Rice & Associates, a leading commercial marketing advisory practice; Brian Daly of Brian Daly Consulting and a 29-year retail veteran; Derek Reilly, culinary director, Aramark Northern Europe; Maev Martin, editor, Checkout; Emily Hourican, editor, Hospitality Ireland; and Mark Kelly, publisher, ESM: European Supermarket Magazine.

The ESM team would like to thank this year's judging panel for their valued insight in determining the finalists of this year's European Private Label Awards. Special thanks should also go to the staff of the Thomas Prior Hall in Ballsbridge, for hosting this year's competition, as well as our team of chefs and on-site personnel.


Winners Announcement

In ESM's January/February edition, due to be published at the end of January 2023, we will reveal the winners in this year's competition, as well as acknowledge the winners of four overall 'best of the best' categories – Innovative Product of the Year, the Packaging Excellence Award, the Taste Excellence Award, and for the first time this year, Sustainable Product of the Year.

For more information and details on how to enter the European Private Label Awards, log on to

© 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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