We put out the call for contest entries, and the industry answered with some of the most innovative, functional and downright beautiful products that have been judged in the history of the annual PL Buyer Packaging Award contest.

This year’s submissions clearly demonstrated that there’s innovation taking place in private label — from stand-up, re-sealable sugar packages to organized dental flossers, the submissions this year, for the most part, displayed ways in which private label manufacturers are working to differentiate their products from what the national brands are doing.

As in years past, we called upon our own in-house packaging gurus to pick, poke, shake, scratch and (in some cases) sample submissions. It must be noted that there was plenty to choose from — more than 250 items were willingly submitted for our judges to scrutinize. However, judges Pauline Hammerbeck, senior editor of BrandPackaging magazine; Brendan O’Neill, managing editor of Flexible Packaging magazine; Pan Demetrakakes, executive editor, Food & Drug Packaging and Megan Waitkoff, senior editor of Food & Drug Packaging magazine were up for the challenge. After some rather lengthy debates, the judges were able to agree on the following 22 winners.

The products selected as winners this year weren’t chosen strictly on how attractive they are (there’s more to them than a pretty face, you know). Instead, the products were chosen on the merits of innovation and how well their packaging relays to the customer the product’s intended purpose or function.

The following is a V.I.P. look at what went on, word-for-word, when determining the winners, as well as what some of the companies had to say about their products.

Thank you to all who submitted packaged items, and congratulations to this year’s winners!

Retailer: Ahold/Stop & Shop, Landover, Md.

Product: Stop & Shop Steam Ready Microwave Steaming Bags

With a precise and informative message printed clearly on the front panel — relaying the new steam technology and its benefits, along with beautiful, taste-appealing photography — the Stop & Shop customer can immediately determine that this is a very healthful and convenient product.

Not necessarily new in terms of innovation, but certainly a milestone in private label, the Stop & Shop Steam Ready Microwave Steaming Bags were a hit with the judges.

“In the past, I don’t know how often consumers looked to private label for providing convenient meal solutions,” notes Megan Waitkoff, senior editor of Food & Drug Packaging. “And I think the steamer bags provide a lot of convenience for the customer.”

“It’s a relatively new technology in the brands, and certainly a new preparation method for private label,” adds Pauline Hammerbeck, senior editor of BrandPackaging magazine.

Retailer: K-VA-T Food Stores Inc./Food City, Abingdon, Va.

Product: Food City Premium Salads

Eye-catching for its unique size, shape and its ability to be resealed, the 12-ounce Food City Premium salad container piqued the curiosity of the judges. The new packaging was introduced in stores this past March, and unabashedly moved away from the standard 4- by 6-inch container and glued labels. The new Food City Premium Salads containers instead feature IML labels that prevent moisture seepage, which would cause the labels to curl.

“We want our customers to know that this is a premium product, and we wanted the packing to reflect this,” says Steve Holloway, director of meat/seafood operations at Food City.

With regard to the container’s unique square shape, Holloway notes that “At the retail level, the packaging allows for easier stocking in the new square container. And for the consumer,” he continues “it also stacks well in the refrigerator and takes up less space.”

“From a technical aspect, I like this,” Hammerbeck notes. “The inlaid labels, the fact that the label’s not going to curl and the fact that they offer a tamper-resistant design — I think it does a lot for private label.”

Retailer: Delhaize Group America, Salisbury, N.C.

Product: Home 360 Line

The reaction from the judges for the Home 360 line of products was as economic as the packaging design: “I like it,” said Brendan O’Neill, managing editor of Flexible Packaging.

Consisting of 128 general merchandise products, the Home 360 line is stylish, modern and easy to identify at the shelf. The contemporary design and bold use of color contrasted by black draws the eye, especially the eye of packaging judge Pan Demetrakakes, executive editor of Food & Drug Packaging.

“Looking at the light bulbs and the envelopes, which, let’s face it, are commodity products — there’s not that much difference between them. It’s a very clean, uncluttered design and it looks classy enough, and at the same time it says ‘Hey, we’re not going to over charge you.’”

“I agree,” O’Neill adds. “And I’m a sucker for the contrast — I love the bright colors with the black.”

Retailer: Safeway Inc. Pleasanton, Calif.

Product: Lucerne Dairy Products

Well into the throes of the competition, the line of Lucerne dairy products submitted by Safeway brought a smile to each of the judge’s faces. Having been around since 1904, but lacking an identifiably brand character or consistency from one dairy category to the other, the line recently has been redesigned to take on a more authoritative (yet fun) voice. The final designs use color and organic illustrations to allure appetite appeal. What’s more, Lucy, the Lucerne “spokescow," was developed as an icon for the brand to help communicate the line’s whimsical side.

“I like how fun it all is,” Hammerbeck says.

“I agree. The casual typeface is nice,” Demetrakakes adds, “yet the most outstanding package, to me, in the line is the spreadable butter. For starters, it has an unusual shape. It’s familiar because it’s often used with other products, but it’s unusual for bread spreads. And number two, the packaging tells you right up front that you can spread it even when it’s cold, which is a huge advantage for butter.”

Retailer: SuperValu Minneapolis

Product: Origine Anejo Tequila

Flat-topped and classic-looking, the Origine Anejo Tequila from SuperValu does not convey the look and personality of a typical tequila bottle. A product of Mexico, the uniquely shaped bottle features an informative label description proclaiming how it is specialty crafted, and that it is to be served “neat.”

(Well that excludes our judges from a sample!)

“It’s a stately bottle, it just looks more premium,” Hammerbeck notes. “It doesn’t have some of the traditional tequila-type imagery.”

“Tequila sometimes can come across as looking a little gaudy, and this looks more high-end,” Waitkoff adds.

Retailer: Katz Group, Toronto

Product: Rexall Health Assist Forehead Thermometer

Primarily targeted toward women, specifically mothers, the Rexall Health Assist forehead thermometer has set the bar in this private label category for its non-invasive technology. The packaging also has made strides with regard to its stand-up carton that prominently features usage instructions.

“I liked this because of the dual nature of the package,” Demetrakakes observes. “You can either stand it up or peg it. Also, because it does a very good job of explaining not only how to use the product inside, but why it’s important to take the temperature in a certain place on your body.”

“I agree,” Hammerbeck says. “Because it’s kind of an obscure product, the designers have taken the extra effort to include more education than is required for a thermometer, which is a nice touch and an added benefit to the customer.”

Retailer: Price Chopper Supermarkets, Schenectady, N.Y.

Product: Price Chopper Naturals Line of Products

One of a few lines of product the Packaging Awards judges unanimously selected as a winner without much debate — the Price Chopper Natural line of products has all the right qualities.

“It’s really well-done in that it crosses over many different product categories,” Waitkoff notes.

“I agree,” Demetrakakes adds. “I like the continuity of the green and beige — it has a real all-natural, organic, earthy feel. They do a really good job at taking a lot of disparate products and tying them together just on the basis of their being organic/natural.”

“I appreciate the fact that they have consistency with an HBA product and an organic salad dressing, and I can recognize that they come from the same line,” Waitkoff concludes.

Retailer: Topco Associates LLC, Skokie, Ill.

Product: Full Circle Seafood

The enjoyment of packaging innovation certainly was displayed while the judges discussed the Full Circle Seafood entries from Topco.

Being a new line of seven vacuum-packed frozen seafood entrees, the frosted, heat-shrink bags convey elegant dining opportunities with eye-catching photography. And they certainly caught the eye of the judges.

“There are two things I really like about this package,” Demetrakakes says, “the design and the photography. I like the window on the back, because it assures the consumer who is interested enough to turn it over that yes, there are whole filets of fish in here, but it doesn’t push on you the image of frozen food.”

“They’ve put whole pieces of fish in pouches instead of boxes — you don’t see that a lot,” O’Neill notes. “The size and the shape of the package is nice too.”

“I like the finish on the outside of the packaging — it’s a nice matte finish, which gives it a premium feel,” Hammerbeck adds. “I like it because it has an almost paper texture to it to make you think of wrapped fish.”

Retailer: Delhaize Group America, Salisbury, N.C.

Product: On the Go Bistro Home Meal Replacement Product Line

The obvious intensions of the On the Go Bistro Home Meal Replacements are that they are chilled, ready-to-heat meals that are intended to provide a less-expensive option to restaurant carry-outs, and are quicker than cooking a meal from scratch. However, an added benefit they provide to consumers is just how darn good looking they are sitting in the fridge at home. When arranged together, the eye-catching packaging is sleek, chic and mouth-watering. Additionally, the packaging also calls out the meal’s nutritional values right on the front.

“That’s what I like most about them — the verbiage on the front of the packaging,” O’Neill comments. “[The package] gives a lot of information on the front, yet the design is still clean and clear.”

“And,” adds Hammerbeck, “You can easily shop the category because the varieties are bold and identifiable as a line.”

In fact, according to sources from Delhaize, the On the Go Bistro home-meal replacement product line includes family-sized entrees, single-serve entrees and corresponding sides that have been color-coordinated in order to create complete meal solutions for the active consumer.

Retailer: Nash Finch Co., Edina, Minn.

Product: Our Family Spice Grinders

The Our Family Spice Grinders from Nash Finch are all about functionality. Featuring a stylish glass container (which got a special nod from the judges), a grinder top and a tamper-evident shrink band to boot, the grinders covered all the bases, and the judges responded with praise.

“I like the fact that the applicator is part of the packaging,” Waitkoff says. “I don’t think that I’ve really seen that in private label.”

“What’s more, the tamper-evident band calls attention to the fact that it’s a built-in adjustable grinder, and that attracts the consumer,” Demetrakakes adds. “But then you have to take it off to open it, which means that it’s not around to clutter the package and detract from it.”

And detracting from the product certainly was not in the design agenda. According to Jill Kingstedt, store brands design manager for Nash Finch, the company wanted to project the highest quality image by using glass rather than plastic as the consumer perceives glass bottles as being higher in quality than plastic.

“We love the clarity of glass to show off the beauty of the product inside,” Kingstedt says. “And the plastic grinder tops were chosen for their smooth operation and the adjustability of grind size. A printed foil label and a tamper-evident shrink band highlighting the adjustable grinder feature complete the package.”

“It’s one of those things I think people would actually put on the shelf to look nice when people come over,” Waitkoff observes. “It can be kept on the shelf on display in the kitchen.”

Retailer: Safeway, Pleasanton, Calif.

Product: Safeway S Brand Soda Cans

Classified as being the anchor in Safeway’s consumer brands program, the Safeway S brand of products recently has been redesigned from the ground up. The company states that great attention has been given to making the packaging both national brand competitive on the shelf and very Safeway "ownable" at the same time.

Mission accomplished with the Safeway S brand line of soda cans.

“I love these!” Waitkoff exclaims. “It looks as if they came right out of a trendy graphic design firm.”

“I like them too because they say that ‘This is yummie, but we’re not going to charge you as much as a brand name’” Demetrakakes adds. “I also like the cartoon element of the graphic, because, come on, it’s soda pop, it’s not fruit juice. So you wouldn’t want a deceptive beauty shot of grapes.”

“They’re really straight-forward with what’s most important, and in this particular case it’s the flavor,” Hammerbeck comments. “And because the graphics are so bold, there’s really no way the consumer can get confused with anything else out there on the shelf.”

Retailer: Topco Associates LLC Skokie, Ill.

Product: Top Care Flossers

Do you like stylized organization? If so then the Top Care flossers from Topco are for you. While the product itself is nothing new to the dental care category, it’s the way in which these flossers are organized in their packaging that excited the judges.

“Competing products have these little holders all jumbled together in a little pouch, and it looks un-attractive,” Demetrakakes comments. “I just like the way this packaging is organized. You can see that the products are stacked nicely. What’s more, the dual-use purpose of the pointed toothpick at the end of the flossers also is very evident, and it’s very compact — taking up half the space that a pouch of stuff just jumbled together randomly would.”

“I agree,” Hammerbeck says. “I like the way they’ve organized the product within the packaging.”

Retailer: Safeway Inc., Pleasanton, Calif.

Product: O Organics Products

The O Organics line of products was first launched in the fall of 2005, and in the short period of time since then, the O selection has grown to include teas, frozen pizzas, gourmet crackers and baby and toddler foods. The most notable aspect of the line, however, is its packaging design, which presents organic food in a whole new light from most other “earthy" competitors. And while the O Organics line is no stranger to the packaging judges, they were again impressed by the evolution and innovation of its new additions. This time around it was the toddler fodder.

“I like the fact that they’ve gone the extra distance to include all kinds of additional information on the backs of the products such as the source of the ingredients, if you’re preparing the first bowl for your baby, and if you want to warm it in the microwave — it just offers a lot of helpful tips,” Waitkoff observes.

“That is a good attribute — one that I’ve never seen before,” O’Neill replies.

Retailer: Sobeys, Stellarton, Nova Scotia

Product: Compliments Sensations Fresh Ground Coffee

Coined by the company as being quality coffee for coffee lovers, the Compliments Sensations Fresh Ground Coffee from Sobeys is yet another quality (and down-right beautiful) product offered in the Sensations product line.

With regard to packaging aspects and functionality, the judges made note of (and approved of) the metal container with its vacuum-sealed bag inside — double freshness security.

“[The container] lessens consumer fears about keeping the coffee fresh once the interior bag has been opened,” Demetrakakes comments. “Plus, it’s a neat, stable way to store the coffee. I also like that they sprang for direct print on the metal tin instead of doing a wrap-around label.”

“The shape of the container also is an asset,” Hammerbeck notes. “Usually people have more than one blend in their pantry or on the shelf, and when you have the round canisters, it’s hard to fit them on the shelf, whereas these fit nicely next to each other.”

Retailer: Safeway Inc., Pleasanton, Calif.

Product: Safeway Select Line of Products

“When you think of the color black, you think of tuxedos, black Cadillacs and other higher-end things. And this line of packaging looks very high-end,” Demetrakakes proclaims.

For the past two years, the Safeway Select brand has been undergoing a complete facelift. The dramatic black and white background, combined with sharply colored product, is a unique and eye-catching design.

According to Safeway's David Kessler, director of packaging design: “This complete brand redesign has raised the bar on premium communication and has delivered new customers seeking unique flavors and delicious old favorites.”

Retailer: Topco Associates LLC Skokie, Ill.

Product: World Classics Trading Co. Tapenade

Recently unveiled by Topco, the World Classics Trading Co.’s new line of four tapenade and antipasto SKUs don a paper wrap that features a tapestry of watercolor vegetable illustrations using Mediterranean-themed color and elements. And not surprisingly, the efforts put into the design of the tapenade packaging was not missed by the judges.

“It’s smart of them to have put the product in glass, both because of the preservative properties and you want to show off the product,” Demetrakakes comments. “And also, black was a very good color choice for the closure because it plays off the border of the label really well.”

“I feel this is the type of product that you’re not going to use every day, instead you’re going to use it on special occasions when you’re entertaining,” Waitkoff adds. “Therefore you also need packaging that speaks to the occasion in which you use it. And I think this packaging does that.”

Company: Café Bom Dia, Coral Gables, Fla., Supplier of Sam’s Club Inc., Bentonville, Ark.

Product: Member’s Mark by Marques de Paiva Gourmet Coffee

Immediately attracted to the shear beauty of the packaging, the judges exchanged many thoughts and opinions about the Member’s Mark by Marques de Paiva Gourmet Coffee from Café Bom Dia, which is co-branded with Sam’s Club Inc’s Member’s Mark brand. Beautiful in its design and insightful in its product education, the judges were intrigued, to say the least.

The product’s label was commissioned by an illustrator to paint the actual fields where the respective Member’s Mark by Marques de Paiva brand coffee beans are harvested. According to Café Bom Dia, the objective of the ornate packaging is for the consumer to relate to the respective origin of the coffee and clearly understand that this is a gourmet coffee brand.

“I love the colors, the illustrations, and the band at the top that helps customers shop the line’s different varieties,” Hammerbeck exclaims. “It all communicates the mission of the brand. There’s an educational aspect to it — they’re trying to teach people about the origins and what different geographies mean about flavor.”

“I like the way the illustration not only says premium, but it gets across the idea that this is a fair-trade product as well, meaning that the people who are picking these coffee beans are earning a living wage.” Demetrakakes adds.

“If you think about who this is competing against, this product does a better job of what it’s trying to do against its competitors,” Waitkoff notes.

Retailer: Safeway Inc., Pleasanton, Calif.

Product: Eating Right Line of Products

Recently introduced, and having made a sizable splash within the private label industry, the Eating Right line of products from Safeway features packaging that works hard to standout on the shelf with its clean and informative design architecture while clearly communicating its better-for-you message.

According to David Kessler, director of packaging design for Safeway Consumer Brands, “The Eating Right packaging cuts through shelf clutter and makes the busy shopper’s job of purchasing healthy and great-tasting food for their families easy.”

“They’ve incorporated a lot of information in a very smart way by using the icons,” Hammerbeck points out. “They easily could have run into problems with clutter, but that’s not the case at all. They even include Weight Watchers points on the packaging,” she continues. “The fact that they introduced this icon system, and that they’re teaching people how to use it, is pretty intuitive. Yet they’re going the extra step, and that’s pretty interesting.”

“Consumers these days are paying a lot more attention to what they’re eating,” Waitkoff notes. “And overall, the green background promotes a sense of healthfulness and good-for-you attributes.”

Retailer: Sobeys, Stellarton, Nova Scotia

Product: Compliments Ice Cream

“We’re coming back to the idea of premium with the black accent,” O’Neill observes. “We’re coming across that more and more — black has an elegant appeal, even for ice cream.”

According to the company, the mission of the packaging for the Compliments ice cream containers from Sobeys was to deliver a graphic appearance that supported the quality and unique aspects of the ice cream. What’s more, the container was developed as a rectangle to provide customers with easy access to the goods inside, as well as to have the most ice cream available within the container.

“The color of the container and the photography are so sleek that if I’m scanning the shelves at a store, I’m looking for whatever looks good and makes me hungry — this package makes me hungry,” Waitkoff says.

“Also, to think that this is a dual-language package, and yet they do it so simplistically, kudos to them,” Hammerbeck adds.

Retailer: Spartan Stores, Grand Rapids, Mich.

Product: Spartan Photo Paper and Inkjet Cartridge

It’s not often that you see the complete convergence of cute with technical, let alone see it done well. But that’s exactly what’s going on with the new line of Spartan photo paper and inkjet cartridges from Spartan Stores. And to our judges, these items were picture perfect.

“Usually with these types of products, you really don’t see people on the packaging,” Hammerbeck notes. “But I like the fact that they’re personalizing the product by using images — photos of the kids holding graphics. They’re creating a little emotion in a product that’s technical — they’ve made it a little more fun and personal by adding a human element to it.”

Retailer: Topco Associates LLC, Skokie, Ill.

Product: Full Circle Premium Organic Bagged Sugars

Hands-down one of the darlings of this year’s packaging awards, the Full Circle bagged sugars from Topco impressed the judges for the innovative design of its packaging, as well as its aesthetic appeal.

According to the company, the use of bold colors and simple graphics work well with the clear, resealable bags, drawing attention to the product inside.

“These I like a lot,” Demetrakakes exclaims. “They have excellent design, excellent choice of fonts. And I love the re-sealability of this stand-up pouch and the way it lets you see the product.

“I haven’t seen this before,” O’Neill notes. “Even in the national brands.”

Retailer: SuperValu Minneapolis

Product: SIX Vodka, SIX Ultra Premium Vodka,

Ron Vicaro Barrel Select Rum, Punica Pomegranate Liqueur

Sleek, sophisticated and shall we say, even a little sexy — the varieties of premium private label liqueur from SuperValu excited this year’s judging panel. From the detailed image printed on the SIX Vodka bottle, and magnified by the bottle’s contents, to the resembling shape of the Pomegranate Liqueur bottle, the judges considered the submission to be stellar.

According to Waitkoff, “With liquors, it’s really hard to create a point of difference on the shelf because everyone is trying to do that, but all of these are unique and eye-catching because of their shape or label design.”

“I like the way the SIX Vodka takes advantage of the clear nature of liquid by using a see-through label,” Demetrakakes comments. “Plus, the bottle is just the right shape so that it magnifies the image.”

“I’m impressed and surprised to see a private label pomegranate liquor,” Waitkoff exclaims.

“When the structure of the packaging communicates something about the product, which in my opinion it does for the pomegranate, I think that its perceived value goes up an extra notch,” Hammerbeck concludes.

The products submitted to the 2007 PL Buyer Packaging Awards all were outstanding, and PL Buyer would like to thank all who participated in the contest. Congratulations to this year’s winners, keep up the innovation and we look forward to hearing from even more of you next year!