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Communications

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.

 

RAISING AWARENESS

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.

Portugal

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.

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.

Poland

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 advice.

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 recipes.