52 ESM Issue 1 - 2018

L ast November, ESM:European SupermarketMagazine revealed the finalistsof its inaugural EuropeanPrivate Label Awards,

acknowledging excellence in store branddevelopment. Now, the wait is over, as weannounce the WINNERS of this prestigiouscontest!

Fierce CompetitionIn this year’s competition, leading groceryoperators in Denmark, Germany, theNetherlands, Italy, Belgium, Norway,Portugal, Sweden, Finland, Spain and theUK were among the 30 finalists namedacross ten categories, out of more than 150entries received in total.

“Competition on the shelves of Europeansupermarkets has never been fiercer, and asthe nominees for the European PrivateLabel Awards indicate, the level of innova-tion in the own-brand sector is fastapproaching, or even eclipsing, that of bigbrands,” said Stephen Wynne-Jones, theeditor of ESM: European Supermarket

Magazine. “All the nominees can be proudof the level to which they are seeking topush the boundaries within their respectivecategories.”

Judging ProcessFollowing a lengthy application process,products were assessed by the judging panelin terms of three important metrics: 1)innovation (how well does the product con-vey innovation and differentiate itself fromother products in the marketplace?); 2) pre-sentation (to what degree does the productstand out on shelf?); and, importantly, 3)taste (does it meet or exceed taste expecta-tions for a product in its category?)*.

The participating judges includedrenowned experts in private label, includingLoe Limpens, the co-founder of private-label design agency Yellow Dress Retail;Hermann Sievers, an acknowledged private-label expert in Germany; André Michel, apartner of International Private LabelConsult (IPLC), a leading private-label con-sultancy; and Sebastiaan Schreijen, anindustry analyst at RaboResearch Food &Agri (FAR), in the Netherlands.

Commenting on the judging process,which took place at the Cooks Academy inDublin, Ireland, RaboResearch’s Schreijensaid, “The competition clearly shows thatprivate label is so much more than copyingbranded goods. The new products, but alsoinnovative concepts and product lines, thatretailers brought forward will no doubtdirectly add value to any supermarketshelf.”

The judging team also featured a team ofchefs and food experts including CarloRubino, sous chef, Restaurant PatrickGuilbaud (two Michelin stars); TommyButler, executive head chef, Radisson BluRoyal Hotel, Dublin; and SusieKoumarianos, the Burlesque Baker.

Once again, ESM would like to thank allthe judges for taking time out of their busyschedules to participate in the judging pro-cess, as well as Cooks Academy, Dublin(www.cooksacademy.com), for the use ofits venue and assistance in preparing theproducts.

Sponsorship AnnouncementThe entry process for the 2019 EuropeanPrivate Label Awards is now underway (seebelow), and ESM is proud to announce thatM.A.D.E., the leading food trade exhibitionin Paris, is confirmed as the sponsor for theforthcoming contest. The sponsorshipagreement will be formally announced atM.A.D.E. 2018, which takes place in Parison 20 and 21 March. ■

To view an exclusive video of the judgingprocess, log on to www.esmmagazine.com

Private Label❘EPLA Finalists

PRIVATE LABELE U R O P E A N

A W A R D S 2 0 1 8rewardingEXCELLENCE

THE WAIT IS OVER. ESM: EUROPEAN SUPERMARKET MAGAZINE IS PROUD TO REVEAL THEWINNERS OF THE INAUGURAL EUROPEAN PRIVATE LABEL AWARDS, A NEW CONTEST TO

DETERMINE THE MOST INNOVATIVE STORE BRANDS ON SALE IN EUROPE’S SUPERMARKETS.

Call For EntriesThe 2019 European Private Label Awards is now OPEN for entries. For more information or to place your entry,log on to www.privatelabelawards.com. The closing date for entries is 19 October 2018. Terms and conditionsapply. *Full details can be found on the competition website. Good luck, everyone!

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EPLA Finalists❘Private Label

Ambient Grocery

WinnerProduct: Extra-Virgin Olive OilKoroneiki/Kolymvari/PDOs Sitia and KalamonRetailer: AB Vassilopoulos (Greece)Supplier(s): Karpea/Terra Creta

ABOUT THE PRODUCT: This series of olive oils,which includes oils from PDO regions Kalamataand Crete, as well as a Koroneiki variety, formspart of the AB Close to the Greek Land range,launched in 2003, which supports domestic,regional Greek production. The regions ofKalamata and Crete are said to produce some ofthe best olive oil in the world, thanks to themountainous landscape, which produces rich,tasty olives. Using traditional methods andauthentic Greek recipes, AB’s Close to theGreek Land range is a well-known fixture inmany Greek consumers’ shopping baskets.

Beverages (Alcoholic)

The judges said:“A product that showcases thelocal tastes and flavours ofGreece, beautifully packaged in an authentic bottle. An excitingnew concept in a familiarcategory.”

FinalistsProduct: ØGO BranflakesRetailer: Dansk Supermarked(Denmark)Supplier(s): Nakskov Mill Foods

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

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

ABOUT THE PRODUCT: Rewe Feine WeltLondon Dry ‘Diamond of Marrakesh’ Gin isdescribed as ‘a composition of five-fold distilledwheat-based neutral alcohol and exquisitebotanicals [...] rounded off by distillates of angelica root, as well as angelica seeds, corian-der and a note of Neroli’. Neroli is a rare, valuableextract from Morocco and Tunisia that isextracted from the flowers of the bitter orange,giving this product a fragrant, premium finish.

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

FinalistsProduct: Muscat Grape Distill/OuzoChiou/Ouzo Mytilinis/Tsikoudia(Crete)/Tsipouro (Tirnavos)/Tsipouro (Ipiros)Retailer: AB Vassilopoulos (Greece)Supplier(s): Tsililis Distillery andWinery/Stoupakis Chios Distillery/EVADistillery/Apostagmata Kritis/KardasiDistillery/Th. Glinavos & Co.

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

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Beverages (Non-Alcoholic)

Confectionery And Snacking

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Private Label❘EPLA Finalists

WinnerProduct: Rewe Beste Wahl Gurke-Limette Erfrischungsgetränkmit MinzgeschmackRetailer: Rewe (Germany)Supplier(s): ALWA Mineralbrunnen

ABOUT THE PRODUCT: Rewe BesteWahl Gurke-LimetteErfrischungsgetränk mitMinzgeschmack (Cucumber, Lime andMint Soft Drink) contains 5% cucumberjuice and has been developed with veg-ans and vegetarians in mind, bearing theV‐Label seal from the EuropeanVegetarian Union. It forms part ofRewe’s Beste Wahl range, aimed atdelivering the best quality at the rightprice.

The judges said:“An excellent-quality productthat really offers somethingnew to the category. Veryrefreshing.”

FinalistsProduct: OMHU Apple Juice withRhubarb Retailer: Dagrofa (Denmark)Supplier(s): Gårdmosteriet

Product: Spar Vitamin WaterRetailer: Spar InternationalSupplier(s): Glenpatrick

WinnerProduct: RAW CakesRetailer: Delhaize (Belgium)Supplier(s): PMSweet

ABOUT THE PRODUCT: Delhaize’s RAWcakes are gluten-free, lactose-free andvegan, and contain 100% natural ingre-dients. They are produced with rawingredients that are not cooked, andtherefore keep the maximum quantityof nutrients. The range is available inmango & lime, chocolate & caramel,vanilla, and raspberry & blueberryflavours.

The judges said:“An innovative new productthat has a strong identity and isdifferent to many otherproducts in the category. Thetaste is delightful.”

FinalistsProduct: Dazzley Milk Chocolate ToffeeRetailer: Dagrofa (Denmark)Supplier(s): Zaklady Przemyslu Baltyk

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

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Convenience Foods

Dairy Products

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EPLA Finalists❘Private Label

WinnerProduct: OMHU Béarnaise ChipotleRetailer: Dagrofa (Denmark)Supplier(s): Örneborgs Delikatesser

ABOUT THE PRODUCT: Dagrofa’s OMHU Béarnaise Chipotle sauce is a strong Béarnaisewith a blend of chilli, tarragon, lemon and salt, which, the company claims, ‘leaves a warmand intense taste’. The product is one in a series of three chilled sauces that can be servedchilled or slightly warm.

The judges said:“A lovely creamy, spicy productwith a distinct flavour. Veryconvenient – just take it out ofthe fridge and serve. Tastesvery natural, compared to otherproducts on the market.”

FinalistsProduct: Levevis Ristede LøgRetailer: Bilka/Føtex (Denmark) Supplier(s): Dansk Supermarked

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

WinnerProduct: Gullbygg Greek Yoghurt – Vanilla with GranolaRetailer: 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 wellcommunicated and help todifferentiate the product.”

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

Product: Greek-Style Yoghurt – Gingerand Lemon/MelonRetailer: Sonae MC (Portugal)Supplier(s): Schreiber Foods

ABOUT THE PRODUCT: Coop’s Gullbygg range incorporates duga barley, which is sourced fromselected farms in Østfold, Norway, and said to lower cholesterol and contain beta-glucans.Barley was Norway’s most important food source until the nineteenth century, and, as such,this ingredient is valued highly among Norwegian consumers. This authentic Greek yoghurt iscombined with cranberries and vanilla.

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Frozen Food

Non-Food: Household

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Private Label❘EPLA Finalists

The judges said:“A really good concept witheffective packaging. The fooditself is tasty and crispy, and isenough to feed a whole family,making it great value formoney.”

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

The judges said:“A really well-presented rangethat conveys a sense ofnaturalness and purity, whichyou don’t often see in thecategory.”

FinalistsProduct: Grøn Balance Detergent RangeRetailer: Dagrofa (Denmark)Supplier(s): Nopa Nordic

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

WinnerProduct: La Mia Casa Product RangeRetailer: Tokmanni (Finland)Supplier(s): Nopa Nordic

ABOUT THE PRODUCT: The La Mia Casa range, available in Tokmanni stores in Finland, is a cleaningbrand that uses essential oils and 100% natural fragrances and ingredients. The fragrances arecarefully selected to emulate an herb garden and include lemon balm, lavender & mint, orange &thyme, lavender, and sage. La Mia Casa comes in five different patterns with five different scents.

WinnerProduct: Lidl Eridanous Spinach and CheeseSwirl Pie/Lidl Eridanous Mini Sesame &Cheese Pies with OreganoRetailer: Lidl (Germany)Supplier(s): Ioniki Sfoliata SA

ABOUT THE PRODUCT: Developed byIoniki, Eridanous Mini Sesame and CheesePies with Oregano and the EridanousSpinach and Cheese Swirl are inspired byGreek cooking traditions, using authenticGreek ingredients. Eridanous is Lidl’s in-house Greek product range, located in thefrozen section, which seeks to takeadvantage of the rising popularity ofGreek food abroad. Now available in 19European countries, the range doubled itssales between 2016 and 2017.

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Non-Food: Personal Care

Pet Care

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EPLA Finalists❘Private Label

ABOUT THE PRODUCT: This new hairstyling range, from online retailer Action, has beendeveloped to compete with national brands. Developed in conjunction with Yellow DressRetail, the Fixeeze range uses contemporary streetwise graffiti imagery to create a strongand impactful identity that communicates the language of the industry.

The judges said:“A very striking range usingbrightly coloured packaging tomake it easier for the consumerto make his or her purchasedecision.”

FinalistsProduct: Viridis – Toallitas HúmedasRetailer: Veritas (Spain)Supplier(s): O-PAC Srl

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

WinnerProduct: Fixeeze RangeRetailer: Action (theNetherlands)Supplier(s): Action/YellowDress Retail

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

ABOUT THE PRODUCT: The premium pet-foodmarket is developing strongly in Germany, andwith this in mind, Real,- sought to meetdemands for a new premium proposition. Theobjective was to create an outstanding pri-vate-label design that clarifies the premiumdog-food proposition to the Real,- shopper.

The judges said:“A very stylishly presentedproduct range, which accuratelyconveys the premium qualitiesof the product in no-nonsensepackaging.”

FinalistsProduct: Ranzijn Pet-Care RangeRetailer: Ranzijn tuin & dier (theNetherlands)Supplier(s): Ranzijn tuin & dier/YellowDress Retail

Product: Complete Pet Food forDogs/Cats – Chicken Dinner in Gravy forCats, Beef & Vegetable Stew for DogsRetailer: Marks & SpencerSupplier: Marks & Spencer

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