awards 2018

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Private Label❘ EPLA Finalists

EUROPEAN rewarding EXCELLENCE

PRIVATE LABEL AWARDS 2018

THE WAIT IS OVER. ESM: EUROPEAN SUPERMARKET MAGAZINE IS PROUD TO REVEAL THE WINNERS OF THE INAUGURAL EUROPEAN PRIVATE LABEL AWARDS, A NEW CONTEST TO DETERMINE THE MOST INNOVATIVE STORE BRANDS ON SALE IN EUROPE’S SUPERMARKETS. Magazine. “All the nominees can be proud of the level to which they are seeking to push the boundaries within their respective categories.”

Judging Process

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ast 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!

Fierce Competition 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, out of more than 150 entries received in total. “Competition on the shelves of European supermarkets has never been fiercer, and as the nominees for the European Private Label Awards indicate, the level of innovation in the own-brand sector is fast approaching, or even eclipsing, that of big brands,” said Stephen Wynne-Jones, the editor of ESM: European Supermarket

Following a lengthy application process, products were assessed by the judging panel in terms of three important metrics: 1) innovation (how well does the product convey innovation and differentiate itself from other products in the marketplace?); 2) presentation (to what degree does the product stand out on shelf?); and, importantly, 3) taste (does it meet or exceed taste expectations for a product in its category?)*. The participating judges included renowned experts in private label, including Loe Limpens, the co-founder of privatelabel design agency Yellow Dress Retail; Hermann Sievers, an acknowledged privatelabel 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. 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 (www.cooksacademy.com), 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. ■ To view an exclusive video of the judging process, log on to www.esmmagazine.com

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 www.privatelabelawards.com. The closing date for entries is 19 October 2018. Terms and conditions apply. *Full details can be found on the competition website. Good luck, everyone!

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EPLA Finalists ❘Private Label

Ambient Grocery Winner Product: Extra-Virgin Olive Oil Koroneiki/Kolymvari/PDOs Sitia and Kalamon Retailer: AB Vassilopoulos (Greece) Supplier(s): Karpea/Terra Creta ABOUT THE PRODUCT: This series of olive oils, which includes oils from PDO regions Kalamata and Crete, as well as a Koroneiki variety, forms part of the AB Close to the Greek Land range, launched in 2003, which supports domestic, regional Greek production. The regions of Kalamata and Crete are said to produce some of the best olive oil in the world, thanks to the mountainous landscape, which produces rich, tasty olives. Using traditional methods and authentic Greek recipes, AB’s Close to the Greek Land range is a well-known fixture in many Greek consumers’ shopping baskets.

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.”

Finalists 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) Winner Product: Rewe Feine Welt Gin ‘Diamond of Marrakesh’ Retailer: Rewe Group (Germany) Supplier(s): Pabst & Richarz Vertriebs GmbH ABOUT THE PRODUCT: Rewe Feine Welt London Dry ‘Diamond of Marrakesh’ Gin is described as ‘a composition of five-fold distilled wheat-based neutral alcohol and exquisite botanicals [...] rounded off by distillates of angelica root, as well as angelica seeds, coriander and a note of Neroli’. Neroli is a rare, valuable extract from Morocco and Tunisia that is extracted from the flowers of the bitter orange, giving this product a fragrant, premium finish.

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

Finalists 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.

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Beverages (Non-Alcoholic) Winner Product: Rewe Beste Wahl Gurke-Limette Erfrischungsgetränk mit Minzgeschmack Retailer: Rewe (Germany) Supplier(s): ALWA Mineralbrunnen ABOUT THE PRODUCT: Rewe Beste Wahl Gurke-Limette Erfrischungsgetränk mit Minzgeschmack (Cucumber, Lime and Mint Soft Drink) contains 5% cucumber juice and has been developed with vegans and vegetarians in mind, bearing the V‐Label seal from the European Vegetarian Union. It forms part of Rewe’s Beste Wahl range, aimed at delivering the best quality at the right price.

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

Finalists 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 Winner Product: RAW Cakes Retailer: Delhaize (Belgium) Supplier(s): PMSweet ABOUT THE PRODUCT: Delhaize’s RAW cakes are gluten-free, lactose-free and vegan, and contain 100% natural ingredients. They are produced with raw ingredients that are not cooked, and therefore keep the maximum quantity of nutrients. The range is available in mango & lime, chocolate & caramel, vanilla, and raspberry & blueberry flavours.

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.”

Finalists 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

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Convenience Foods 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.”

Winner Product: OMHU Béarnaise Chipotle Retailer: Dagrofa (Denmark) Supplier(s): Örneborgs Delikatesser ABOUT THE PRODUCT: Dagrofa’s OMHU Béarnaise Chipotle sauce is a strong Béarnaise with a blend of chilli, tarragon, lemon and salt, which, the company claims, ‘leaves a warm and intense taste’. The product is one in a series of three chilled sauces that can be served chilled or slightly warm.

Finalists Product: Levevis Ristede Løg Retailer: Bilka/Føtex (Denmark) Supplier(s): Dansk Supermarked Product: Rewe Bio Kichererbsen-KokosEintopf (Vegan) Retailer: Rewe Group (Germany) Supplier(s): NABA Feinkost GmbH

Dairy Products 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.”

Winner

Finalists

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

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

ABOUT THE PRODUCT: Coop’s Gullbygg range incorporates duga barley, which is sourced from selected 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 is combined with cranberries and vanilla.

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

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Frozen Food Winner Product: Lidl Eridanous Spinach and Cheese Swirl Pie/Lidl Eridanous Mini Sesame & Cheese Pies with Oregano Retailer: Lidl (Germany) Supplier(s): Ioniki Sfoliata SA ABOUT THE PRODUCT: Developed by Ioniki, Eridanous Mini Sesame and Cheese Pies with Oregano and the Eridanous Spinach and Cheese Swirl are inspired by Greek cooking traditions, using authentic Greek ingredients. Eridanous is Lidl’s inhouse Greek product range, located in the frozen section, which seeks to take advantage of the rising popularity of Greek food abroad. Now available in 19 European countries, the range doubled its sales between 2016 and 2017.

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.”

Finalists 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 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.”

Winner Product: La Mia Casa Product Range Retailer: Tokmanni (Finland) Supplier(s): Nopa Nordic ABOUT THE PRODUCT: The La Mia Casa range, available in Tokmanni stores in Finland, is a cleaning brand that uses essential oils and 100% natural fragrances and ingredients. The fragrances are carefully 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.

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Finalists 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 Winner 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.”

Finalists Product: Viridis – Toallitas Húmedas Retailer: Veritas (Spain) Supplier(s): O-PAC Srl ABOUT THE PRODUCT: This new hairstyling range, from online retailer Action, has been developed to compete with national brands. Developed in conjunction with Yellow Dress Retail, the Fixeeze range uses contemporary streetwise graffiti imagery to create a strong and impactful identity that communicates the language of the industry.

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

Pet Care Winner Product: Real,- Premium Hundenahrung Retailer: Real,- (Germany) Supplier(s): Real,-/Yellow Dress Retail ABOUT THE PRODUCT: The premium pet-food market is developing strongly in Germany, and with this in mind, Real,- sought to meet demands for a new premium proposition. The objective was to create an outstanding private-label design that clarifies the premium dog-food proposition to the Real,- shopper.

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

Finalists 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: Marks & Spencer

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