Grocer Gold Awards 2021: Own-Label Range of the Year

Winner: Gro – Co-op

In 2019, Co-op had just 20 own-brand vegetarian and vegan products, and sales were stuck around the £5m mark. So that summer, the retailer decided to up its game with dedicated vegan own-brand range Gro.

Launched to coincide with Veganuary 2020, Gro made its debut with 35 lines across 13 categories. They were designed suit three key missions for Co-op shoppers: food to go, meals for tonight and top-up shops. The products made their way into 6,000 Co-op and independent stores, while 300 ‘focus stores’ stocked the full range.

Careful consideration went into the vibrant, recyclable packaging design, as well as the products. Half are made with meat substitutes – such as Incredible Burger – and the rest, including Kashmiri Spice Pizza, are veg-based.

Sales passed £13m in the first year, and the Gro range is now 48 products strong.

Shortlisted:

County Bridge – AF Blakemore

 The County Bridge MFP range, launched in 2019, was initially prepped in-store by trained butchers. It’s since been extended to prepacked formats and integrated into promos. Stores that stock the range grew MFP sales by 68% in the last year.

Extra Special – Asda

 The County Bridge MFP range, launched in 2019, was initially prepped in-store by trained butchers. It’s since been extended to prepacked formats and integrated into promos. Stores that stock the range grew MFP sales by 68% in the last year.

 Lacura – Aldi

A CBD facial serum, anti-bac handwash and revamped haircare range were just some of the savvy innovations launched under Aldi’s Lacura brand in 2020, helping Aldi become the UK’s largest own-label health & beauty retailer by volume.