European Private Label Awards 2018: Winners And Finalists Announced!

By Steve Wynne-Jones
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European Private Label Awards 2018: Winners And Finalists Announced!

Last November, ESM: European Supermarket Magazine revealed the finalists of its inaugural European Private Label Awards, acknowledging excellence in store brand development.

Now, the wait is over, as we announce the WINNERS of this prestigious contest.

In this year’s competition, leading grocery operators in Denmark, Germany, the Netherlands, Italy, Belgium, Norway, Portugal, Sweden, Finland, Spain and the UK were among the 30 finalists named across ten categories.

Judging Process

Participating judges included renowned experts in private label, including Loe Limpens, the co-founder of private-label design agency Yellow Dress Retail; Hermann Sievers, an acknowledged private-label expert in Germany; André Michel, a partner of International Private Label Consult (IPLC), a leading private-label consultancy; and Sebastiaan Schreijen, an industry analyst at RaboResearch Food & Agri (FAR), in the Netherlands.

A video of the judging process can be found here:


Commenting on the judging process, which took place at the Cooks Academy in Dublin, Ireland, RaboResearch’s Schreijen said, “The competition clearly shows that private label is so much more than copying branded goods.

"The new products, but also innovative concepts and product lines, that retailers brought forward will no doubt directly add value to any supermarket shelf.”

The judging team also featured a team of chefs and food experts including Carlo Rubino, sous chef, Restaurant Patrick Guilbaud (two Michelin stars); Tommy Butler, executive head chef, Radisson Blu Royal Hotel, Dublin; and Susie Koumarianos, the Burlesque Baker.


Once again, ESM would like to thank all the judges for taking time out of their busy schedules to participate in the judging process, as well as Cooks Academy, Dublin (, for the use of its venue and assistance in preparing the products.

Sponsorship Announcement

The entry process for the 2019 European Private Label Awards is now underway (see below), and ESM is proud to announce that M.A.D.E., the leading food trade exhibition in Paris, is confirmed as the sponsor for the forthcoming contest.

The sponsorship agreement will be formally announced at M.A.D.E. 2018, which takes place in Paris on 20 and 21 March.

Call For Entries

The 2019 European Private Label Awards is now OPEN for entries. For more information or to place your entry, log on to


The closing date for entries is 19 October 2018. Terms and conditions apply. Full details can be found on the competition website.

European Private Label Awards 2018: Winners And Finalists

Ambient Grocery


Product: Extra-Virgin Olive Oil Koroneiki/Kolymvari/PDOs Sitia and Kalamon
Retailer: AB Vassilopoulos (Greece)
Supplier(s): Karpea/Terra Creta

The judges said: “A product that showcases the local tastes and flavours of Greece, beautifully packaged in an authentic bottle. An exciting new concept in a familiar category.”


Product: ØGO Branflakes
Retailer: Dansk Supermarked (Denmark)
Supplier(s): Nakskov Mill Foods


Product: Extra-Virgin Olive Oil PGI from Tuscany
Retailer: Despar (Italy)
Supplier(s): B & G Srl

Beverages (Alcoholic)


Product: Rewe Feine Welt Gin ‘Diamond of Marrakesh’
Retailer: Rewe Group (Germany)
Supplier(s): Pabst & Richarz Vertriebs GmbH

The judges said: “Exquisitely packaged in a unique bottle, this is a gin that instantly conveys a ‘premium’ message.”


Product: Muscat Grape Distill/Ouzo Chiou/Ouzo Mytilinis/Tsikoudia (Crete)/Tsipouro (Tirnavos)/Tsipouro (Ipiros)
Retailer: AB Vassilopoulos (Greece)
Supplier(s): Tsililis Distillery and Winery/Stoupakis Chios Distillery/EVA Distillery/Apostagmata Kritis/Kardasi Distillery/Th. Glinavos & Co.

Product: Arapow Moscow Mule
Retailer: Rewe Group (Germany)
Supplier(s): Johnsen & Co GmbH.

Beverages (Non-Alcoholic)


Product: Rewe Beste Wahl Gurke-Limette Erfrischungsgetränk mit Minzgeschmack
Retailer: Rewe (Germany)
Supplier(s): ALWA Mineralbrunnen

The judges said: “An excellent-quality product that really offers something new to the category. Very refreshing


Product: OMHU Apple Juice with Rhubarb
Retailer: Dagrofa (Denmark)
Supplier(s): Gårdmosteriet

Product: Spar Vitamin Water
Retailer: Spar International
Supplier(s): Glenpatrick

Confectionery And Snacking


Product: RAW Cakes
Retailer: Delhaize (Belgium)
Supplier(s): PMSweet

The judges said: “An innovative new product that has a strong identity and is different to many other products in the category. The taste is delightful


Product: Dazzley Milk Chocolate Toffee
Retailer: Dagrofa (Denmark)
Supplier(s): Zaklady Przemyslu Baltyk

Product: Premium Hazelnut (30%) Cream Spread
Retailer: Despar (Italy)
Supplier(s): Nutkao Srl

Convenience Foods


Product: OMHU Béarnaise Chipotle
Retailer: Dagrofa (Denmark)
Supplier(s): Örneborgs Delikatesser

The judges said: “A lovely creamy, spicy product with a distinct flavour. Very convenient – just take it out of the fridge and serve. Tastes very natural, compared to other products on the market.”


Product: Levevis Ristede Løg
Retailer: Bilka/Føtex (Denmark)
Supplier(s): Dansk Supermarked

Product: Rewe Bio Kichererbsen-Kokos-Eintopf (Vegan)
Retailer: Rewe Group (Germany)
Supplier(s): NABA Feinkost GmbH

Dairy Products


Product: Gullbygg Greek Yoghurt – Vanilla with Granola
Retailer: Coop Norge SA (Norway)
Supplier(s): Synnøve Finden

The judges said: “Packaged in a very convenient, on-the-go format, this is a filling, creamy yoghurt that tastes great. The extra benefits are well communicated and help to differentiate the product.”


Product: Burratina w/out Lactose (Free-From)
Retailer: Despar (Italy)
Supplier(s): Sanguedolce Srl

Product: Greek-Style Yoghurt – Ginger and Lemon/Melon
Retailer: Sonae MC (Portugal)
Supplier(s): Schreiber Foods

Frozen Food


Product: Lidl Eridanous Spinach and Cheese Swirl Pie/Lidl Eridanous Mini Sesame & Cheese Pies with Oregano
Retailer: Lidl (Germany)
Supplier(s): Ioniki Sfoliata SA

The judges said: “A really good concept with effective packaging. The food itself is tasty and crispy, and is enough to feed a whole family, making it great value for money.”


Product: Continente Seleção Traditional Ice Cream – Ovos Moles, Pastel de Nata, Requeijão e Doce de Abóbora
Retailer: Sonae MC (Portugal)
Supplier(s): Fabridoce

Non-Food: Household


Product: La Mia Casa Product Range
Retailer: Tokmanni (Finland) [also Meny (Denmark)]
Supplier(s): Nopa Nordic

The judges said: “A really well-presented range that conveys a sense of naturalness and purity, which you don’t often see in the category.”


Product: Grøn Balance Detergent Range
Retailer: Dagrofa (Denmark)
Supplier(s): Nopa Nordic

Product: Såklart Cleaning and Laundry Range
Retailer: Axfood (Sweden)
Supplier(s): Nopa Nordic

Non-Food: Personal Care


Product: Fixeeze Range
Retailer: Action (the Netherlands)
Supplier(s): Action/Yellow Dress Retail

The judges said: “A very striking range using brightly coloured packaging to make it easier for the consumer to make his or her purchase decision.”


Product: Viridis – Toallitas Húmedas
Retailer: Veritas (Spain)
Supplier(s): O-PAC Srl

Product: Kate Legwear Range
Retailer: Action (the Netherlands)
Supplier(s): Action/Yellow Dress Retail

Pet Care


Product: Real,- Premium Hundenahrung
Retailer: Real,- (Germany)
Supplier(s): Real,-/Yellow Dress Retail

The judges said: “A very stylishly presented product range, which accurately conveys the premium qualities of the product in no-nonsense packaging.”


Product: Ranzijn Pet-Care Range
Retailer: Ranzijn tuin & dier (the Netherlands)
Supplier(s): Ranzijn tuin & dier/Yellow Dress Retail

Product: Complete Pet Food for Dogs/Cats – Chicken Dinner in Gravy for Cats, Beef & Vegetable Stew for Dogs
Retailer: Marks & Spencer
Supplier(s): Marks & Spencer

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

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