European Private Label Awards 2025 – Winners Announced

The winners of the European Private Label Awards 2025 have been revealed, recognizing outstanding achievements in private label development across Europe, according to European Supermarket Magazine.

Winners from across Europe

This year’s winners hailed from Germany, Italy, Spain, the Netherlands, Poland, Denmark, Norway, Finland, Ukraine, and several other markets, spanning across 21 categories, including four Best of the Best categories.

Top Performers

The standout performer of this year’s competition was Coop Trading from Denmark, taking home top prizes in both the Breakfast Products and Meat & Seafood categories, as well as winning two Best of the Best awards: Taste Excellence Award and Sustainable Product of the Year. Danish retailers had a strong showing overall, with Salling Group winning in Free-From Foods and Lidl Denmark triumphing in Sauces & Condiments.

Other multi-award winners included:

• Kaufland, winning in Tea, Coffee & Hot Drinks and Vegetarian & Vegan, as well as Innovative Product of the Year.
• BILLA CEE/IKI, winning both the Ambient Grocery and Confectionery categories.
• Ukrainian retailer EVA, awarded for Non-Food (Personal Care) and Packaging Excellence Award.

Additional winners included Aldi Netherlands, Rimi, Crai Secom, Desarrollo de Marcas/Euromadi, Aldi Poland, Conad, Norgesgruppen, and Kesko. In total, 21 winners were named alongside 51 finalists.

Highly Commended

For the first time this year, recognizing the competitiveness of the judging process, the ESM organizers introduced a Highly Commended list for products that narrowly missed finalist or winner status.

Approximately 60 products received the Highly Commended title, representing innovation from Consum, Coop Trading, BILLA CEE/IKI, ALDI Netherlands, Crai Secom, ALDI Poland, BWG Foods/SPAR Ireland, Salling Group, REWE Group, Conad, Pingo Doce, Jerónimo Martins Polska, Rimi, Kaufland, Tokmanni, REMA 1000, Unil, Lekkerland, Continente, and Desarrollo de Marcas, among others.

The Judging Process

This year’s judging session took place in Dublin, Ireland, in November 2024.

Entries were evaluated based on three key criteria: innovation, presentation, and taste. A jury composed of retail and culinary experts assessed how products stood out in the market, packaging design, and flavor profile. Additional factors such as uniqueness and sustainability were also considered. Top performers were eligible for the Best of the Best categories: Innovative Product of the Year, Packaging Excellence Award, Taste Excellence Award, and Sustainable Product of the Year.

The 2025 jury included: Hermann Sievers (SMK Consult), Maria Castroviejo (RaboResearch FAR), Malachy O’Connor & Luis Sobreroca (IPLC Europe), Loe Limpens (Wow or Never), Brian Daly (Brian Daly Consulting), Stephanie Leung (IGD), Rebekah Dooley Adamson (Coppinger), Maev Martin (Checkout), Siobhán Maguire & Mark Kelly (ESM: European Supermarket Magazine).

The European Supermarket Magazine team thanks the jury for their valuable insight and dedication in determining this year’s winners and finalists.

EUROPEAN PRIVATE LABEL AWARDS 2025 – THE WINNERS

• Ambient Grocery: BILLA Premium Pear Halves In Syrup With Vanilla – BILLA CEE/IKI
• Beverages (Alcoholic): Passionfruit Martini – ALDI Netherlands
• Beverages (Non-Alcoholic): Tropical Chia Smoothie – Rimi
• Breakfast Products: Apple Ginger Jam – Coop Trading
• Confectionery: Raw Coconut Ginger Cookies – BILLA CEE/IKI
• Convenience Foods/Food To Go: Ravioli All'Aragosta – Crai Secom
• Dairy Products: Sheep Curd – Desarrollo de Marcas
• Dessert Products: Mucci Premium Mix – ALDI Poland
• Free-From Foods: Chocobella Dark Chocolate – No Sugar – Salling Group
• Meal Accompaniments: Riso Cotto Al Vapore Sapori & Idee – Conad
• Meat and Seafood: Mustard Herring – Coop Trading
• Snacking Products: Pirkka Rye Chips Garlic And Ranch – Kesko
• Sauces and Condiments: Classic Mustard from Bornholm – Lidl Denmark
• Tea, Coffee and Hot Drinks: Kolumbien Crema Ganze Bohne – Kaufland
• Vegetarian and Vegan: Veganes Steak Nach Art Rind – Kaufland
• Innovative Product of the Year: Veganes Steak Nach Art Rind – Kaufland
• Packaging Excellence Award: Fabien Marche RoS8 Tuberose Eau de Parfum – EVA Ukraine
• Taste Excellence Award: Mustard Herring – Coop Trading
• Sustainable Product of the Year: Änglamark Pasta, Elicoidali – Coop Trading