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:
- Adoption of the “GMO-free” symbol for products whose ingredients could potentially have been genetically modified;
- Adoption of the calorie icon on alcoholic beverages;
- Adoption of symbols advising against consumption by pregnant women, also for alcoholic beverages;
- Maintenance of the icons for products that are a source of Omega 3, lactose-free, gluten-free, fat-free and without added sugar;
- Maintenance of the identification of Pingo Doce low-fat cold meat products with the symbol “Escolha Saudável” (Healthy Choice), in cooperation with the Portuguese Heart Foundation.
In Poland, the following are of particular note:
- Adoption of the indication of fibre in the nutritional table (back of the packages);
- Adoption of European symbols for a vegan diet and for organic products, which follow the launches and certifications of these ranges for consumers with specific dietary needs and/or preferences;
- Maintenance of the icons for products that are a source of Omega 3, lactose-free and gluten-free.
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:
- the bi-monthly magazine “Sabe Bem” (Tastes Good) is still one of the preferred means of communication about this diet. With an average circulation of 150 thousand copies, we publish recipes encouraging the reuse of food and the fight against food waste.
- The Pingo Doce website also encourages people to adopt this diet, additionally publishing a list of lactose-free and gluten-free products, aiming to help 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.
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:
- a back-to-school campaign with Caritas Polska, donating the entire sales of all soft toys that took place on a certain weekend, which was used to support the institution’s projects of a social nature;
- a book for children, promoting healthy nutritional habits, in partnership with Instytut Żywności i Żywienia (Polish Institute of Food and Nutrition), an institution which carries out studies on consumers’ food requirements and promotes actions on the importance of food for the health.
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.