Our banners are committed to promoting responsible and informed purchasing decisions through proactive engagement with consumers.
The packaging manuals include the disclosure of the characteristics and benefits of Private Brand products on the labelling, namely on the nutritional composition of the products, and presenting full nutritional tables with values per 100 grams and per portion.
The voluntary use of more straightforward information on the front of packaging has been a priority, in order to enable consumers to make a more informed decision about the products they buy.
We use the “GMO-Free” icon for products mostly containing just one ingredient that could be genetically modified. At the end of 2020, the icon was on 22% of all GMO-free references sold by Pingo Doce and Recheio, and on 40% of the references sold by Biedronka.
Pingo Doce publishes lists of lactose-free and gluten-free products on its website. The list is updated by Pingo Doce’s nutrition team every month, following analytical control of its Private Brand products.
We use different icons on the Private Brand products we sell in Portugal and Poland to warn consumers of the risks associated with drinking alcoholic beverages, in particular the use of symbols that discourage the consumption of alcohol by pregnant women or before driving. We also use icons indicating the calorie count of these products.
The calorie icon is displayed on 91% of Private Brand alcoholic beverage references sold in Portugal and on 60% of references sold in Poland. Symbols discouraging pregnant women from drinking alcoholic beverages are used on all Private Brand references in Portugal, while in Poland the symbols are displayed on 8% of references. Responsible driving icons were, for the first time, placed on 12% of references in Portugal and on 17% of references in Poland.
We place icons on products rich in Omega-3, on gluten-free, and lactose-free products in Portugal and in Poland. Sugar-free and fat-free products, as well as those low in fat or salt also carry the respective icons in Portugal. In Poland, our products include an indication of fibre content in the nutritional table on the back of packages and, in Colombia, we voluntarily add nutritional indications of recommended daily ingredients, including calories, fat, sodium, sugar and protein.
We use the organic certification label of the European Union related to production, labelling and control, for example, on the products of our Go Bio range sold in Portugal and in Poland.
We use our own symbols based on Polish law and other requirements for vegan and vegetarian consumers.
For over ten years, product development and communication at Pingo Doce has been following the principles of the Mediterranean diet, classified as an Intangible Cultural Heritage of Humanity by UNESCO (United Nations Educational, Scientific and Cultural Organization).
As part of celebrating Pingo Doce’s 40th anniversary in 2020, we held the “Dieta Mediterrânica à Portuguesa” (Mediterranean diet, Portuguese style) conference to mark World Food Day (October 16). The event was streamed online and marked the launch of the “Juliana” brand, which celebrated the Mediterranean philosophy and flavours.
Following the success of the book “À Mesa com o Pingo Doce” (Dining with Pingo Doce), launched in 2019 with recipes based on the principles of the Mediterranean diet, in 2020 the book “Desperdício Zero à Mesa com o Pingo Doce” (Zero Food Waste with Pingo Doce) was launched, with 180 recipes to help reduce food waste at home.
The Pingo Doce bi-monthly magazine “Sabe Bem” (Tastes Good), with an average print-run of 150,000 copies, is another major channel for sharing this diet and it also includes recipes that encourage the reuse of surplus food are published.
Pingo Doce’s digital communication is strongly linked with the good health through food concept, and between March and May 2020, during the first lockdown in Portugal, initiatives with appropriate suggestions reached over 4.2 million people.
In Poland, we also invested in encouraging active and healthy lifestyles by publishing articles in various media, in leaflets and on the Biedronka’s website describing the nutritional profiles and quality of our Perishables and Private Brand products and their health benefits.
The expression “Świeżoznawcy”, which is a Polish neologism meaning “perishables experts”, is commonly used in the Fruit and Vegetables section of Biedronka stores. This claim aims at positioning the company in this regard and raising the awareness of consumers to encourage them to follow a diet based on fresh foods.
In Colombia, most noteworthy is the “Se Siente Bién” (Feel Good) campaign, developed by member companies of The Consumer Goods Forum to encourage people to eat healthy. In 2020, the campaign received an average of 19.3 million views in posts made on social media, in email campaigns and in the internal channels of the participating companies.
We work together with various entities on projects that specifically promote healthy eating habits.
Biedronka supports the Zielona Kraina (Green Earth) project, implemented in partnership with Green Factory, supplier of the exclusive brand Vital Fresh, which aims to promote healthier eating habits among primary school children. Between 2015 and 2020, the programme brought together more than 30,000 students.
Biedronka has been working with the Polish National Food and Nutrition Institute since 2009 to understand the dietary needs and trends of Polish society, while at the same time raising awareness among consumers of the importance of eating healthy.
Biedronka works in partnership with the Polish Coeliac Society to monitor the launch of gluten-free products, which includes the production process ensuring there is no cross-contamination, and certification of the final product.
In the context of this partnership, the “A Healthy Choice” symbol is shown on the delicatessen 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 works with the Portuguese Coeliac Association, 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.
Biedronka has been working with Instytut Matki i Dziecka (Institute of Mother and Child) since 2012 to develop products for children, by creating a public platform which lists all products that have received a positive evaluation as to their safety. In 2020, the partnership was strengthened with the launch of the magazine “Dada & Rodzina” (Dada & Family, being Dada a Biedronka’s exclusive brand of baby products) with information on child and maternal nutrition.
Since 2017, Ara has been part of the Colombian Institute of Technical Standards’ work committees, to discuss and create quality and food safety standards, applicable to all product categories.
In 2019, Pingo Doce created the Menos Sal Portugal (Less Salt Portugal) programme in partnership with CUF to raise awareness among Portuguese citizens of the harmful effects of excess salt intake. A study was also conducted on the impact of food education in changing eating habits and on several health indicators.
Biedronka supports the Zielona Kraina (Green Earth) project, implemented in partnership with Green Factory, supplier of the exclusive brand Vital Fresh, which aims to promote healthier eating habits among primary school children. Between 2015 and 2020, the programme brought together more than 30,000 students.
Biedronka works in partnership with the Polish Coeliac Society to monitor the launch of gluten-free products, which includes the production process ensuring there is no cross-contamination, and certification of the final product.
Pingo Doce works with the Portuguese Coeliac Association, 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.
Since 2017, Ara has been part of the Colombian Institute of Technical Standards’ work committees, to discuss and create quality and food safety standards, applicable to all product categories.
Biedronka has been working with the Polish National Food and Nutrition Institute since 2009 to understand the dietary needs and trends of Polish society, while at the same time raising awareness among consumers of the importance of eating healthy.
In the context of this partnership, the “A Healthy Choice” symbol is shown on the delicatessen 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.
Biedronka has been working with Instytut Matki i Dziecka (Institute of Mother and Child) since 2012 to develop products for children, by creating a public platform which lists all products that have received a positive evaluation as to their safety. In 2020, the partnership was strengthened with the launch of the magazine “Dada & Rodzina” (Dada & Family, being Dada a Biedronka’s exclusive brand of baby products) with information on child and maternal nutrition.
In 2019, Pingo Doce created the Menos Sal Portugal (Less Salt Portugal) programme in partnership with CUF to raise awareness among Portuguese citizens of the harmful effects of excess salt intake. A study was also conducted on the impact of food education in changing eating habits and on several health indicators.