Enter into a clean label with private brands compared to national brands



As Clean Label products from nationally recognized brands increasingly occupy supermarket shelves, private labels are also finding success in the Clean Label space.

“Many large retailers have already invested and are making progress with their private label portfolios to develop a clean brand position,†said Andrew Moberly, director of category solutions for Daymon Worldwide, based in Stamford, Connecticut, a company of consultancy that focuses on private labels. brand overview. “As consumers demand cleaner ingredients in the products they buy, retailers must comply by changing their portfolios to avoid processed and artificial ingredients. Private label and claim-free brands must be the focus of private label concerns, as buyers have made this an expectation in their purchasing decisions.

Moberly’s advice extends to products made in the store’s bakery and deli. In-store products are a key representation for consumers of a retailer’s private label, and it is important that these vital departments consider the inclusion of private label products.

For retailers that don’t already include own-brand products in their prepared foods and fresh baked goods, Moberly suggested starting with items that have a high purchase frequency.

In deli, Moberly suggested retailers start with a product like roast chicken. In the bakery, clean label rolls and bread would be a good place to start. After introducing basic items, retailers can move on to expanding their private label portfolio to include clean high-end items.

“The future of the clean label is that it will be the standard of what consumers expect,†he said. “National brand equivalents continue to get cleaner, with many retailers actively communicating what ingredients you won’t find in their products. Lifestyle and premium levels keep getting higher with tighter guardrails. Retailers must have a strong own brand presence within their private label portfolio in order to meet the demands of today’s consumers and maintain their relevance.

Expanding the Clean Label product portfolio with national brands

As retailers grow their private label portfolios, having a large selection of nationally recognized brands that already have a strong reputation with consumers can be helpful in making your store a must-have for buyers looking for private label products.

Here are some brands to watch out for:


Bridor entered the private label space in 2017, starting with 150 banned ingredients in bakery products. Bridor is now banning more than 330 ingredients from its bread and pastry products. Today, 90% of the company’s portfolio follows Bridor’s own label standards, and Bridor is committed to a 100% own label portfolio by 2024.

More recently, Bridor launched sourdough breads with oatmeal porridge.

“Our goals were not only to focus on general sourdough trends, but also to create a totally distinctive recipe while capitalizing on our unique abilities to deliver artisan style breads in successful industrial production,†said Després Thibodeau.

Over the past year, Bridor has also developed a range of vegan pastries that meet the company’s own label standards. The line aims to offer healthy and tasty products of high quality, and it responds to a need that the company has seen in the vegan and vegetable segment.

“Despite common market misconceptions that vegan products lack flavor, we wanted to create a line of vegan products without any compromise on taste while maintaining our high standards of clean label,†said Després Thibodeau. “The product range currently consists of three croissants (straight, mini, curved) and two chocolatines (normal and mini format).

Clemens food group

When Clemens Food Group ran clean label concept tests in 2017, the company found that assigning all-natural attribution on its Hatfield brand label generated a 96% purchase probability.

The pork producer started with Clean Label marinated pork tenderloins and recently launched a Clean Label line of Hatfield Recipe Essentials Blended, which is ground pork mixed with mushrooms.

“The own label is a backbone for us in terms of how we innovate, how we navigate the market and how we talk to retailers,†said Williams. “We want to show that we have very few ingredients, everything is natural, little processed and you can pronounce all the ingredients in our products.”

Both Hatfield brand products contain five or fewer ingredients that consumers will recognize. Marinated pork tenderloin is the best-selling pork tenderloin in the Northeast, according to Williams. The filet mignon is fully seasoned and ready to cook.

Hatfield’s Recipe Essentials Ground Pork comes in six different flavors

“I cook it every Tuesday and my family doesn’t know it’s pork mixed with mushrooms. They have no idea and I’m not telling them anything, â€said Williams. “It really gives the retailer confidence knowing they can trust Hatfield for their own brand products. “


Kerry offers an ingredient solution to help brands keep their products clean. Kerry helps businesses create Clean Label foods by helping partners:

  • Replace ingredients such as natural flavors, colors, preservatives and sweeteners with Clean Label alternatives while retaining key functionality, taste and nutrient profiles
  • Eliminate specific ingredients, such as those on a “no-no†list, without sacrificing product integrity
  • Leverage clean label technologies to reduce ingredients, including sugar and salt, and simplify product ingredient declarations, for example through the use of natural multi-functional ingredients
  • Identify creative ways to reposition products in the market, including innovations in format, packaging and culinary processing and the use of small-batch production
  • Develop the natural brand business while maintaining an identity such as certified organic or non-GMO

“It’s not just the ingredients and technologies that contribute to the clean label, but the expertise Kerry brings with his family of formulators and application experts who can design solutions that appeal to the consumer using fermented ingredients, natural preservation and proactive health ingredients, â€said Naïr.


Vandemoortele’s Banquet D’Or brand provides in-store bakeries with high-quality, freezer-to-oven croissants and pastries that can be ready for delivery to customers in 25 minutes.

All of the brand’s products are free from artificial colors, preservatives, hydrogenated oils and fats, high fructose corn syrup and chemically modified starch.

“Retailers can let their customers know that they are not only buying a high quality French croissant, but that they are made with clean ingredients and contribute to our corporate strategy on sustainability,” said Said Raoul Dexters, Managing Director of Vandemoortele USA Inc. “We are definitely working on it and looking at how to make more products that meet our key label definition, while ensuring that it tastes as good as it should be.” .

All Banquet D’Or products also come in recyclable packaging that is half the size of a standard pre-grown croissant, meaning they can fit twice as much product in one container.

“It’s more of a kind of overall strategy that has fundamentally adapted, and the clean label is part of that bigger network,†said Dexters. “In the United States, I think it will only get better and more widespread as more and more people become more informed and realize the benefits of working with a sustainable company.”

This was included in the September issue of Supermarket Perimeter.


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