Our banners are committed to promoting more informed purchasing decisions through proactive engagement with consumers.
One of the reasons for our banners’ differentiation is the result of the trust consumers place in the quality of the Private Brand products and the educational role these play in promoting good health through food.
Our banners highlight the relevant nutritional information on the Private Brand products, showing those that contain allergens, gluten or milk, as well as the nutritional reformulations. Apart from the packaging, other means of communication are used in order to help consumers make informed decisions.
The Packaging Manuals prescribe disclosing the characteristics and benefits of the Private Brand products on the labelling, in compliance with the technical and legal requirements, namely on the products’ nutritional composition, and presenting full nutritional tables, with values per 100 grams and per portion.
Voluntary adoption of more intuitive information on the front of the packaging has been a priority, in order to allow consumers to make a more informed decision on the products they purchase.
In Portugal, the following are highlighted in 2017:
In Poland, the following are of particular note:
In Portugal, for 10 years, Pingo Doce has been following the principles of the Mediterranean Diet as a reference for developing Private Brand products and for the meals from the Meal Solutions business unit, standing out in its way of communicating with the public:
2017 will also be remembered for the launch of the Make the Table a Better Place campaign, whose aim was to raise awareness about the importance of food for physical and psychological/emotional health, warning about excess weight among children and young people, about dividing tasks between men and women, the challenges imposed on families from the daily pace of life and from the redefinition of family units, the meal table playing a key role.
In Poland, through Biedronka, we invested in publicising the Kraina Wedlin Nature cold meat range, considering that they are clean label products, i.e. without additives (such as phosphates, preservatives, artificial colouring), or flavour enhancers (such as mono sodium glutamate).
We also maintained the exclusive campaign Gang Świeżaków, created with the intention of encouraging children to eat fruit and vegetables through a collection of soft toys, and accompanied by a digital application with interactive, educational games that boost their memory and quicker thinking. Other campaigns include the following:
Biedronka maintained its support to the Zielona Kraina (Green Earth) project, developed in partnership with the supplier, Green Factory, of the Vital Fresh exclusive brand. The objective of this project is to promote healthier eating habits among primary school children. 165 cooking workshops were carried out at 61 schools in seven cities and had a target audience of over 3,600 students.
We work together with various entities to promote healthy eating.
In 2017, the partnership with Instytut Żywności i Żywienia (Polish Institute of Food and Nutrition) made it possible, among others, to publicise the campaign “Codziennie Bądź w Formie” (Keeping Fit Every Day), to provide a special phone line to provide advice to consumers on making nutritionally healthier choices and to read the product labels, among other projects developed.
At Biedronka, we maintained the partnership with the Polish Association of Celiac Sufferers and a Gluten-free Diet (Polskie Stowarzyszenie Osób z Celiakią i na Diecie Bezglutenowej), for monitoring the launch of gluten-free products, which includes the production process, ensuring there is no cross-contamination, and certification of the final product. In 2017, we certified 21 new gluten-free products.
In the context of this partnership, the “A Healthy Choice” symbol is shown on the cold meat products, making it easier to identify the Pingo Doce products that are low in fat and salt, thereby contributing towards a more balanced diet that is beneficial for cardiovascular health.
Pingo Doce contributed towards the National Programme “Promoting Health Eating” by providing 25 recipes on the Mediterranean Diet, developed by its nutrition team. In 2017, that cooperation was also extended to Pingo Doce’s “Sabe Bem” (Tastes Good) magazine, by including five articles on those topics from the Directorate-General for Health.
Pingo Doce maintained its partnership with the Portuguese Association of Celiac Sufferers, whereby gluten-free Private Brand products are identified and an informative list about such products is made available to customers on Pingo Doce’s website.
In 2017, Ara began its participation in the work committees of ICONTEC (Colombian Institute of Technical Standards), to discuss and create quality and food safety standards, applicable to all product categories.