Gwyneth Paltrow the Face of Austrian Private Brand: SPAR Veggie

More and more people are consciously deciding to reduce their meat consumption and have one or two meat-free days each week. For these so-called flexitarians or semi-vegetarians SPAR Austria with the help of actress and cookbook author Gwyneth Paltrow have launched a new Private Brand SPAR Veggie which offers 43 vegetarian and vegan products.

Reducing meat consumption
Studies show that Austria is one of the leading European consumers of meat with a consumption of 75kg meat per head per year1. More and more people are consciously deciding to reduce their meat consumption and have one or two meat-free days each week. For full vegetarians as well as flexitarians or semi-vegetarians the private label range SPAR Veggie is ideal. The range offers 43 vegetarian and vegan products; mostly chilled and frozen convenience products which are easy and quick to prepare.

From certified organic agriculture
SPAR Veggie is aimed at those who not only want to eat healthily but also focus on plant based food for the sake of the environment and the climate. More than 80% of the entire SPAR Veggie range is produced in Austria, more than 70% comes from certified organic agriculture. All products are marked with the V-label of the European Vegetarian Union.

Paltrow: “I am a passionate cook for my family”
Gwyneth Paltrow is the promotional face of SPAR Veggie. When the mother of two children is not acting, she likes to “wield the wooden spoon”. Paltrow, who recently published a cookbook, is a passionate hobby cook. “My favourite activity is to cook for my family,” revealed the 39 year old actress during the filming of the new SPAR Veggie TV commercial in Paris.

The Hollywood star is a “flexitarian”
With its 43 vegetarian and vegan products available in all Austrian SPAR, EUROSPAR and INTERSPAR stores, the new range not only appeals to vegetarians. Gwyneth Paltrow tasted some SPAR Veggie products during the shooting breaks. “They are a real healthy alternative if you want to quickly serve something,” said Paltrow enthusiastically.

Dr Drexel: “She lives the idea of SPAR Veggie”
“Gwyneth Paltrow credibly embodies today’s modern and health conscious woman, integrating meat-less dishes into her lifestyle, not every day but every now and then,” explains Dr. Gerhard Drexel, President of SPAR Austria. “She lives the idea behind our new product line,” continues Dr Drexel. “As you would expect from a Hollywood star, the cooperation has been extremely pleasant and very professional,” said Dr. Gerhard Fritsch, Marketing Manager of SPAR Austria.

SPAR advertising based on cult and star principle
For many years, SPAR has been applying the cult and star principle for advertising campaigns of Private Brands and attracted superstars as promotional icons. Gwyneth Paltrow joins the long list of celebrities acting as a testimonial for SPAR: First and foremost TV star and host of the TV show Dancing Stars, Mirjam Weichselbraun, who is the face of SPAR Natur*pur and SPAR Vital.

Innovative products for the first time in Austria
With innovative vegetarian creations such as organic Veggie roasted strips, Veggie grill or Veggie organic toppings, SPAR is not only ensuring variety on the table but also working on providing a varied and healthy diet. About 50% of the SPAR Veggie products are genuine innovations and thus available for the first time in Austria. The comparable branded products in supermarkets are on average 1/3 more expensive and products from health food stores are up to 50% more expensive than SPAR Veggie Private Brands.

Dr Drexel: “Expression of a health conscious lifestyle”
“We are proud that we have again succeeded in meeting the requirements of today’s consumers at exactly the right time with a really innovative private label range,” says a delighted President Dr. Gerhard Drexel. “Some years ago people renouncing the consumption of meat were called ‘granivores’, today vegetarian food is an expression of a conscious and healthy lifestyle. This was a clear reversal of a trend,” says Dr Drexel about the reasons for the introduction of the new product line. After the healthy private label brands SPAR Vital and SPAR free from, SPAR Veggie is a welcome addition to the innovative SPAR private label world.

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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.