Heroes of own label

Own label is flourishing in the downturn. Nicolette Allen hails the winners of The Grocer's Own-Label Excellence Awards


Own-label producers like to hide their lights under a bushel. But this week almost 300 of the sector's biggest names came out of the shadows to join in the fun at The Grocer's fourth annual Own Label Excellence Awards and celebrate the best in the business.

The awards, at the Hurlingham Club in London and sponsored by PLMA, whatsmybrand.com and The Benson Group, were hosted by Masterchef's Gregg Wallace, who praised the winners for the fantastic quality of NPD on display.

In the current economic climate, creating own-label goods pitched at the right price point and the same quality as branded competitors is more important than ever — and the awards recognise and celebrate those who have found ways to innovate and raise the bar.

This year, the judges had to wade through a whopping 400 entries across 28 different categories.

The level of interest and quality of entries showed own label had truly come into its own in the downturn, said The Grocer's editor Adam Leyland.

"This has been a year of astonishing transformation, which has led many of you to go back to basics by re-engineering products and whole ranges to provide cheaper food and more choice at the budget end of the spectrum," he told the audience. "You have all responded with not only commendable speed, but also careful thought."

Getting to the finalist stage was no mean feat. Each shortlisted product went through a rigorous judging process of consumer assessment in conjunction with the Cambridge Market Research Group, and vetting by an expert judging panel comprising food journalists, manufacturers and technologists.

"The great strength of own brand is that retailers can respond quickly to changes in consumer sentiment," said Paul Beresford, MD of Cambridge Market Research. "The high level of entries this year in both quality and quantity was testament to the continuing ability of the sector to respond successfully to change."

The 28 winners spanned multiples, independents, wholesalers and discounters. Morrisons, Asda and M&S were all victorious in multiple categories, but it was Morrisons that stole the show with an impressive nine awards for products including its Spelt & Rye Bread and Sicilian Oranges.

Marks & Spencer took home four accolades for foods such as its Milk Chocolate Mini Teacakes and Tarte aux Abricots.

Lidl, meanwhile, raised the bar for discounters with three wins, taking the prize in the soft drinks, confectionery and chilled food categories.

"Lidl's whole aim is to provide quality own-label food to our consumers, and we are constantly trying to get that message across to them," said Simon Wilson, PR manager for Lidl. "We are delighted to win these awards in the hope of spreading this message."

And if further proof were needed of the achievements of private label, even the refined palate of one of the UK's toughest food judges was impressed. "I was amazed by some of the products I tasted," said Masterchef's Wallace.

"The quality of own-label food in our stores is getting better and better."