Sobeys Private Brands Win Big!

Stellarton, Nova Scotia, Canada based retailer Sobey’s wins prestigious awards for its Private Brand Sensations by Compliments Gelatos and Compliments Mini Artisan Breads win Canadian Grand Prix New Product Awards

Sobeys’ Sensations by Compliments Tiramisu and Chocolate Hazelnut Gelatos, and Compliments Mini Artisan Breads in Harvest Bread and Tuscan Loaf flavors were recognized at the Canadian Grand Prix New Product Awards as outstanding new products in the private label category.

Consistently offering award-winning products, Sobeys has previously won numerous Grand Prix New Product Awards and earlier this year received a BrandSpark International Best New Product Award for the Sensations by Compliments Mont Belge Fondant dessert. The dessert’s unique design, inspired by the Rockies and the Laurentians, was selected by consumers as Canada’s favorite new frozen dessert.

“We are always honored to be recognized for the quality, innovation and thoughtful development of Sobeys’ private label products,” said Belinda Youngs, Chief Marketing Officer for Sobeys Inc. “When developing our private label products we are committed to providing our customers with great food inspiration. The additional step of testing these products with a sensory trained customer panel ensures we are consistently meeting our customers’ needs in terms of quality and taste.”

In the Private Label – Confectionary, Snack and Dessert Category, Sensations by Compliments Gelatos delivered the sweet taste of victory. Prepared with the finest quality ingredients to deliver great-tasting products rounded off with a unique, hand-finished presentation, Sensations by Compliments Tiramisu Gelato is an authentic Italian gelato featuring small pieces of coffee sponge cake and coffee syrup swirled in a creamy gelato made using fresh cream and mascarpone cheese, and then topped with a decorative chocolate medallion.

Sensations by Compliments Chocolate Hazelnut is an authentic Italian gelato with toasted hazelnuts and premium Dutch cocoa providing the authentic and delicious taste of “gianduia” or traditional sweet Italian hazelnut chocolate paste.

Other products recognized at the Grand Prix Awards in the Private Label – Bakery category are the Compliments Tuscan Loaf and Harvest Bread, mini artisan, all natural breads featuring unbleached wheat flour, sea salt and yeast and no cholesterol.

The Tuscan Loaf is traditional Italian bread with a moist, honeycombed texture and a delicate flavour. The Harvest Bread is a blend of roasted pumpkin seeds, flax seeds, sunflower seeds, millet, and poppy seeds, and lightly sweetened with a touch of honey. Both “mini smaller size” breads are now available for smaller families, reducing waste without sacrificing quality.

About the Canadian Grand Prix New Product Awards

As the longest-running awards program in the food industry, the annual Canadian Grand Prix New Product Awards recognize top grocery product newcomers across 25 food, non-food and private label product categories. Selected by a panel of Canadian Council of Grocery Distributors (CCGD) jury members, the products were judged on criteria that include presentation and packaging, product attributes, innovation and originality and overall value to the consumer.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.