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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

ALDI

 

Bakery/Baked Goods

Focaccia Flatbreads

Grecian Delight Foods

 

Baking/Cooking Staples

Organic Coconut Oil

Trader Joe’s

 

Beverages

Organic Lite Lemonades with Stevia

Clement Pappas & Co.

 

Candy

Good & Delish Munchy Bites Dark Chocolate

Walgreens

 

Cereal

Full Circle + Project 7 Flax + Pumpkin All Natural Granola

Topco Associates

 



Condiments

Jalapeño Ketchup

Red Gold

 

Cosmetics

Liquid Liner Pen, Waterproof

Audrey Morris Cosmetics International

 

Dairy

Premium Greek Yogurt

Publix

 

Deli

Private Selection Milano Salami & Fontina Cheese

Kroger

 

Desserts

Greek Yogurt Cakes

Metsovo Baking Company

 

Ethnic Foods

Kirkland Signature Pork Taquitos with Salsa

Costco

 

Frozen Foods

Archer Farms Asparagus & Bacon Crustless Quiche Bites

Target

 

Fruits/Vegetables

Simply Balanced Infused Raisins
Lemon-Lime

Target

 

Household Products

Kirkland Signature Ultra Clean Premium Laundry Detergent Pacs

Costco

 

Kitchen Products

Cloud 9 Tall Kitchen Bags with
SuperFlex Technology

FreshDirect

 

Meat/Poultry/Seafood

Eatwell Salmon Alfredo Steamer

Fresh & Easy

 

OTC/Healthcare

CVS Flavor Chews Antacid

CVS


Paper Products

Kirkland Signature
Create-a-Size Paper Towels

Costco

 

Pasta/Rice/Potatoes

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

 

Snacks

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

Walgreens

 

Soups/Sauces/Dressings/Marinades

Greenview Kitchen Organic Bruschetta

Giovanni Food Company        

 

Spreads

Private Selection Roasted Garlic & Herbs Finishing Butter

 Kroger 

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