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Advocating informed purchasing decisions

We advocate the responsible consumption of our products, through informed purchasing decisions.
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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 are for disclosing the characteristics and benefits of the Private Brand products, in compliance with the technical and legal requirements. One of the examples is the commitment to clearly and concisely inform consumers about the nutritional composition of the products, providing full nutritional tables with the values per 100 grams and per portion.



Pingo Doce adopts the principles of the Mediterranean Diet as a differentiating feature for developing its Private Brand products and the meals from the Meal Solutions business unit. “Sabe Bem (Tastes Good)“, a bi-monthly magazine, with an average print-run of 150 thousand copies, aimed at Pingo Doce customers, provides recipes and articles on this kind of diet.

Pingo Doce’s website also plays an important part in encouraging people to adopt this kind of diet, as well as informing them about the list of and  products, assisting consumers in their choice. These lists are updated every month by Pingo Doce’s nutrition team, in accordance with the analytical control carried out on the Private Brand products.



For a period of two weeks in 2016, 160 customers had contact with a nutritionist in Biedronka stores, where they received advice about nutrition, specific dietary requirements, ingredients less often used in Poland, such as quinoa, chia seeds and bulgur wheat, as well as about Biedronka’s Private Brand products.

Biedronka was also one of the sponsors of the 1st Nutrition Conference of Poland, on the theme of “Food and Nutrition in the Prevention and Treatment of Disease”, which had around 400 participants.


We work together with various entities in the areas of health and nutrition, to promote healthy eating.

  • 01

    Cooperation with the Polish Institute of Food and Nutrition

    We develop products with reduced calories under the KCalculation range, aiming to provide food portions in line with physical needs, in partnership with Instytut Żywności i Żywienia (Polish Institute of Food and Nutrition). Other initiatives that we develop with this Institute include the “5 Garści dla Zdrowia” (Fruit and Vegetables, 5-a-day) campaign, which has been running since 2015 and which aims to raise awareness of the importance of eating fruit and vegetables every day, and the “Wiesz Co Jesz” (Know what You’re Eating) campaign, where a special helpline was provided for advising consumers on making healthier nutritional choices.

  • 02

    Partnership with the Polish Association of Celiac Sufferers and a Gluten-free Diet

    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. The references launched in 2016 come with the gluten-free symbol to make it easier for customers to identify them.

  • 03

    Cooperation with the Portuguese Heart Foundation

    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.

  • 04

    Partnership with the Portuguese Directorate-General for Health

    Pingo Doce participated in the “Programa Nacional para a Promoção da Alimentação Saudável” (National Programme for Promoting a Healthy Diet), within the scope of the cooperation protocol with the Directorate-General for Heath for sharing healthy recipes, which can be viewed on its website. In 2017, that cooperation was also extended to Pingo Doce’s “Sabe Bem” (Tastes Good) magazine, by including an article on those topics.

  • 05

    Partnership with the Portuguese Association of Celiac Sufferers

    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.