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Pingo Doce To Launch New Private Label Brand, Juliana

By Branislav Pekic
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Pingo Doce To Launch New Private Label Brand, Juliana

Portuguese retailer Pingo Doce is launching a new range of private label products dedicated to the 'Mediterranean Diet' under the Juliana brand.

The brand is a tribute to 'what is considered one of the healthiest food standards in the world' and celebrates 'the traditions, knowledge and flavours of the Mediterranean Diet,' Pingo Doce said.

Classified as a World and Intangible Heritage of Humanity by UNESCO, the Mediterranean Diet is more than a food standard, and represents a lifestyle that promotes conviviality around the table.

Product Launch

Since meals usually start with a soup, Pingo Doce has opted to kick-off the new brand with one of the key dishes of Portuguese gastronomy and the Mediterranean Diet. 

The launch will see the retailer introducing eight soup variants, featuring a host of local Portuguese flavours, olive oil and fresh ingredients.


It has also planned a conference, a photography exhibition and a documentary, which is scheduled to premiere this month.

Pingo Doce, owned by retail group Jerónimo Martins, is also celebrating its 40th anniversary this year.

Portugal is also one of the biggest consumers of soup in the world.

Focus On Healthy Diet

Since 2018, the retailer has directed its efforts towards promoting a healthy diet among consumers and creating awareness about the role of food in preventing diabetes, osteoporosis and cardiovascular diseases and improving the quality of life.


In this context, Pingo Doce has changed the nutritional profile of private label products to cut the amount of sugar, salt and fat. 

Between 2011-2019, the retailer removed 1,389 tonnes of sugar, 22 tonnes of fat, 235 tonnes of saturated fat and 33 tonnes of salt from its food items.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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