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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, complying with technical and legal requirements. 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 150 thousand copies, provides recipes and articles on this type of diet.

Pingo Doce's website also played a part in encouraging people to adopt this diet, as well as informing about a list of gluten and  milk and lactose-free products, helping consumers in their choice. The list is updated every month by Pingo Doce's nutrition team, in accordance with the analytical control carried out on the Private Brand products.

Poland

Within the scope of the partnership between Biedronka and the Polskie Stowarzyszenie Osób z Celiakią i na Diecie Bezglutenowej (Polish Association of Celiac Disease Sufferers and a Gluten-Free Diet) to monitor the launch of gluten-free products, which includes the production process, ensuring the absence of cross contamination, and certification of the final product, the gluten-free references were launched presenting a symbol for easier identification by customers.

In Poland, under the partnership with partnership with the Instytut Żywności i Żywienia (Polish Institute of Food and Nutrition), the "Wiesz Co Jez" (Know What You Eat) campaign was developed, through which it provides a special telephone service to advise consumers to make healthier nutritional choices. For two weeks, 160 customers contacted a nutritionist who advised them on diets, specific dietary requirements, lesser used ingredients in Poland, such as quinoa, chia seeds or bulgur wheat, as well as on Biedronka's products.

Biedronka was one of the sponsors of the first Polish Nutritional Conference, developed by this institute, on the topic "Food and Nutrition in Preventing and Treating Diseases", which around 400 people attended.

The www.5garscizdrowia.biedronka.pl platform, which makes available healthy recipes developed in cooperation with the Polish Institute of Food and Nutrition aiming to raise awareness on the importance of eating fruit and vegetables every day, was maintained in 2016.