2018 A Great Year for Private Brand at SPAR

To meet the growing global demand for healthier food, drink and snack options, retailer SPAR International has set out a clear strategy around their private brand product reformulation, assessing ingredients and their origins, and adapting where necessary to reflect modern trends. SPAR is an international group of independently owned and operated retailers and wholesalers who work together in partnership under the SPAR Brand to provide high quality, value for money shopping experience for the communities we serve.

2018 was a great year for private brand at the retailer reflecting the focus on bringing healthier alternatives to the market.

SPAR Vegetable and Potato Crisps (Chips)
The recently launched vegetable crisps, which come in three variants, are made with 100% sunflower oil. Sold in an attractively designed 70g pack, the crisps have proven popular with customers in search of a low-carb snack that delivers a tasty savory treat.

Shopper reaction to the new sea-salt flavor potato crisps has also been positive. Made from three different types of potato for added flavor and taste, they have 30% less fat than traditional potato crisps and are made using sunflower oil.

The Vegetable Crisps have been listed as a category finalist of the 2019 European Private Label Awards.

SPAR Waters
The private brand water range includes SPAR Infused Water, containing only natural fruit and plant extracts with 0 calories; SPAR Coconut Water, which takes all its goodness from nature and only includes naturally occurring sugars; and SPAR Vitamin Water, which contains only 13kcal and comes in three refreshing flavors to boost, revive and revitalize.

SPAR Blue Bear Energy Drink

Sugar reduction has been a key focus and one of the SPAR Own Brand products that has seen a dramatic reduction in overall sugar content is the Blue Bear energy drink. In total, the sugar content of this product has been reduced more than 50% – from 10.6g to 4.8g per 100ml. Furthermore, the product has been relaunched with a more contemporary pack design, fitting with the ongoing evolution of the brand.

SPAR Italian Pasta
Building on the expertise available within the global SPAR network, another one of the key products to recently undergo a refresh is the SPAR Italian Pasta range, which forms the backbone of the authentic Italian Range.

SPAR Italian Pasta was one of the first products to be launched in the mid-1990s and now, SPAR International has introduced a fresh new packaging design across the full range, which is sourced directly from a supplier in the heart of Italy, recommended by local partner, DESPAR Italia. The pasta meets our criteria of having 12% protein content in the 100% durum wheat product.

These new and refreshed products are allowing customers to choose healthier alternatives. By buying better together, SPAR International has combined volumes to meet the needs of various markets, delivering higher quality products to SPAR Partners around the world, enabling internationally sourced products to complement locally sourced ranges.

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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.