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We offer products tailored to the needs of all consumers, including those with more specific preferences or needs.
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Differentiated Solutions

We are committed to offering solutions that meet different consumer trends. Consumers who adopt healthier lifestyles, those looking for convenient food solutions with a balanced nutritional profile, or people with special dietary needs and/or preferences will find solutions in our stores. In all the countries where we do business, we endeavour to develop alternative food products for specific consumer groups, such as vegan, lactose-free and/or gluten-free solutions.

Private Brand products available by the end of 2021
For vegans or vegetarians
Organic products

Organic Products

Our stores in Portugal and Poland sell organic products, that is, products made using sustainable production methods, without the use of phytopharmaceuticals.

The Go Bio brand, launched in 2018, is a selection of certified organic products that positively impact consumer health.

Products for vegans and vegetarians

The Go Vege range, launched in Portugal and Poland, is for consumers who prefer products without animal protein (and which do not contain genetically modified organisms in their composition, among other legally required criteria) and, as such, contain only plant-based ingredients. These products are offered alongside other Private Brands, such as Pingo Doce or the exclusive Biedronka brands.

Gluten-free and lactose-free products

Every year we develop new Private Brand food solutions for consumers with an intolerance to the protein in cereals like wheat, barley and rye, and for those who are lactose intolerant.

Balanced Nutrition

The Group continues to invest in bringing products to the market that meet the needs and preferences of consumers while it also extends the supply of food that encourages healthier consumption patterns.

Active lifestyle
Consumers with active lifestyles, such as sportsmen and women, seniors and the general public, also have specific dietary needs, particularly when having a balanced consumption pattern. For this consumer profile, Pingo Doce launched the Go Active range in 2021, the first food retailer in Portugal to do so.

The project, which is the result of the joint efforts of the Jerónimo Martins Group’s Well-being, Nutrition and Quality teams, brought eight products to the market in 2021. The packaging includes a “Protein-o-metre” (identifying protein content) so that consumers can make a more informed choice based on their age and lifestyle.

Clean labelling
Biedronka seeks to include clean label products in its assortment. These products have fewer ingredients and tend to be free of chemical and synthetic additives and highly processed ingredients.
In 2021, Biedronka launched 23 clean label products, such as the homogenised vanilla quark yoghurt with only three ingredients.

Also among the products launched by the various banners, of note are the plant-based Pingo Doce products, such as the beef-style burger and the beef-style meatballs without animal-based aromas or flavour enhancers, and the natural probiotic yoghurt.

Pura Vida Range
People with specific dietary needs or who prefer a more balanced and natural diet can opt for the Pura Vida range, available at Pingo Doce. In 2021, most noteworthy is the launch of fortified milk for people over the age of 50, a product whose exclusive formula was developed by the Company and supported by the Portuguese Heart Foundation. It contains skimmed milk, is lactose-free and is fortified with Omega-3, fibre, selenium and magnesium minerals.

In 2020, Biedronka launched five Aktiplus yoghurts containing lactic acid bacteria and vitamins B6 and D, which help to improve immune response. In the “Best Product” category, the yoghurts were awarded the silver medal in the 2020 edition of Consumers’ Choice in the “Best Product” category.

Pingo Doce low-salt mayonnaise
It contains 80% less salt than the market average. Mastic thyme, an aromatic herb endemic to the Iberian Peninsula, was used as a substitute for salt. 

Healthy growth

We seek to ensure that products aimed at children are healthier and have a better nutritional profile than the benchmark for each market.

In 2021, for Biedronka Private Brand products for which there was a benchmark, more than half had a better profile than the market and the remaining had the same profile. In Portugal, 83% of the Pingo Doce and Amanhecer items most consumed by children had profiles similar to the benchmark, and 17% had a better profile.

In Poland, since 2020, all products consumed mainly by children are free from preservatives, sweeteners, glucose-fructose syrup, phosphate, monosodium glutamate, hydrogenated vegetable oils and emulsifier polyglycerol polyricinoleate (E476).