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Category Colonel Awards

The Best New Private Label Products

The winners of the 2014 Category Colonel Awards are leaders in their respective categories, setting the pace for the future of the industry.

June 12, 2014
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The winners of the 2014 Category Colonel Awards—which now focuses exclusively on new products, both those newly available to retailers and products that are on the shelf—read like a “best of” list of today’s industry trends. Natural. Wholesome. Nutritious. Gourmet. Indulgent. Ethnic. Convenient. And many of the winners combine two or more of these traits yielding an impression greater than the sum of its constituent parts.

Consider the descriptive marketing language tied to these store brands:

• “Healthy and organic foods at great
      prices…” and “Eating well leads to living
      well…” (Simply Balanced, Target)

• “Simple food with honest ingredients
      that’s naturally delicious…”
      (SimplyNature, ALDI)

• “Gourmet foods and products inspired
      by food artisans who hone their craft to
      perfection…” (Private Selection, Kroger)

These brands tell a story, appealing on several emotional levels, drawing the shopper into their world.

And then we have the foods and ingredients. Greek yogurt. Coconut. Natural sweeteners. Jalapeño. Taquitos. Dark chocolate. Bacon. This is the balance of the day. Health-and-wellness keenly counterbalanced with gourmet—often bite-sized—indulgence. Add a dash of Latin spice—or perhaps Old World Italian artisanal flavor—and you’ve surpassed the ever-aspirational “first moment of truth.”

And in the non-food categories, convenience, performance and customizable options rule the day. These are private label products that quickly conform to the consumer’s needs and outperform expectations.


Baby Products

SimplyNature Kids Squeezable Fruit Blend Apple Multi-Fruit



Bakery/Baked Goods

Focaccia Flatbreads

Grecian Delight Foods


Baking/Cooking Staples

Organic Coconut Oil

Trader Joe’s



Organic Lite Lemonades with Stevia

Clement Pappas & Co.



Good & Delish Munchy Bites Dark Chocolate




Full Circle + Project 7 Flax + Pumpkin All Natural Granola

Topco Associates



Jalapeño Ketchup

Red Gold



Liquid Liner Pen, Waterproof

Audrey Morris Cosmetics International



Premium Greek Yogurt




Private Selection Milano Salami & Fontina Cheese




Greek Yogurt Cakes

Metsovo Baking Company


Ethnic Foods

Kirkland Signature Pork Taquitos with Salsa



Frozen Foods

Archer Farms Asparagus & Bacon Crustless Quiche Bites




Simply Balanced Infused Raisins



Household Products

Kirkland Signature Ultra Clean Premium Laundry Detergent Pacs



Kitchen Products

Cloud 9 Tall Kitchen Bags with
SuperFlex Technology




Eatwell Salmon Alfredo Steamer

Fresh & Easy



CVS Flavor Chews Antacid


Paper Products

Kirkland Signature
Create-a-Size Paper Towels




Cheesy Deluxe Skillet Dinners

Karlin Foods


Personal Care

Next to Godliness Lavender
& Chamomile Hand Soap
Trader Joe’s


Pet Products

Cheddar Celebrations Cat Food

Simmons Pet Food



Good & Delish Sea Salt, Turbinado
Sugar and Dark Chocolate Covered Almonds




Greenview Kitchen Organic Bruschetta

Giovanni Food Company        



Private Selection Roasted Garlic & Herbs Finishing Butter


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