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.
The Group's banners have been
highlighting 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 foresee the
disclosure of the characteristics and benefits of the Private Brand
products. One of the examples is the commitment to clearly and
concisely inform consumers on 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
The "Sabe Bem" (Tastes Good) bi-monthly magazine for Pingo Doce
customers, with an average print-run of 160 thousand copies,
provides recipes and articles on this type of diet.
The in-store leaflets for publicising the Pingo Doce brand
launches communicated the Group's Nutritional Policy, the brand
values and the existing offer. Although the Pura Vida products are
mentioned in all of them, a specific "0% Lactose Pura Vida" leaflet
was created to provide information on new products for those with
this sugar intolerance. These leaflets had an average print-run of
more than 350 thousand copies.
Pingo Doce provides monthly lists of gluten, milk and lactose-free products,
thereby helping people to make informed choices.
Within the scope of the partnership
between Biedronka and Instytut Żywności i Żywienia (Polish
Institute of Food and Nutrition), the 2nd edition of the
"Czytaj Etykiety" (Read
the Labels) campaign was carried out. This campaign aims to make
Polish consumers aware of the importance of reading and
understanding the food labels, through in-store communications, on
the banner's website and also in the "Kropka TV" magazine, which
has an average weekly distribution of 250 thousand copies. In 50
selected stores nutritionists gave consultations to provide
The campaign "5 Garści dla Zdrowia"
(Fruit and Vegetables, 5-a-Day) that took place in 2015 aimed to
raise awareness on the importance of eating fruit and vegetables
every day. Available for consultation at www.5garscizdrowia.biedronka.pl, this
platform has over 18 thousand users, who have access to healthy