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 2018:
- Adoption of the “GMO-free” symbol for products whose ingredients could potentially have been genetically modified. 14% of the references that potentially could contain these ingredients present this symbol;
- Adoption of the calorie icon on all alcoholic beverages;
- Adoption of symbols advising against consumption by pregnant women, also for alcoholic beverages. In 2018, 47% of the references on this product category showed this symbol, an increase of 150% when compared to 2017;
- 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.
- Of all alcoholic beverages sold in Poland, 15% have a warning symbol that discourages alcohol consumption by pregnant women, and 46% have a symbol that points to the importance of responsible driving.
In Colombia, voluntary adoption of nutritional aspects of the recommended daily ingredients continued to show the values for calories, fat, sodium, sugar and protein.
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 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.
Pingo Doce participates on the technical committees of the Portuguese Association of Distribution Companies (APED) dedicated to food quality, and within this framework also established commitments with the Directorate-General for Health (DGS) in addition to those voluntarily undertaken regarding product reformulations.
As such, within the framework of the Portuguese Government’s Integrated Strategy for Promoting a Healthy Diet (EIPAS), Pingo Doce aims to:
- reduce the level of salt in soups, to a maximum of 0.4g/100g in 2021 and 0.3g/100g in 2023;
- reduce the level of salt in its own-produced bread to a maximum of 1g/100g in 2021;
- reduce the level of salt in crisps and snacks by 12% by 2021;
- reduce the average total sugar content in fruit nectar juices by 5% by 2021;
- reduce the average added sugar content in chocolate milk by 10% by 2021.
In Poland, through Biedronka, we invested in promoting the Mediterranean Diet, active lifestyles and in the sharing of information on nutrients present in the food products and on recipes for people with specific dietary requirements, such as vegetarians and vegans, by producing commercial and informative leaflets. The majority of these leaflets received the cooperation of an expert from the Polish Institute of Food and Nutrition and the Polish Association of Vegetarians.
In addition, 55 articles were published by various media, describing the nutritional profiles of Biedronka products and their health benefits. Along with these, there were also 38 articles for employees, disclosed using internal channels.
Biedronka supports 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. 402 cooking workshops were carried out at 143 schools in 14 cities and had a target audience of over 7,934 students.