Three ways Jumbo is driving private label innovation

Harriet Cohen
Senior Retail Analyst
@RetailAnalysis

Date : 11 August 2020

Netherlands-based Jumbo has announced a series of private label innovation over the summer, including Lekker Veggie, a new range of vegetarian and vegan products; an entirely sustainable canned fish range and higher welfare dairy products.

1. Jumbo introduces Lekker Veggie vegetarian and vegan products

Jumbo has introduced Lekker Veggie, ‘a successor to the successful Veggie Chef’, with a new range of 42 different products. These include plant-based schnitzel and falafel, while a first-to-market plant-based stew will also be introduced in September too.


Source: Jumbo

Consumers go at least once a week without meat

Olaf de Boer, Commercial Director of Jumbo said, ‘Plant-based alternatives to fish and meat have received a lot of attention in recent years, and by no means only among vegetarians and vegans. We notice that more and more Jumbo customers are putting a day without meat on the weekly menu, sometimes even several days a week’.

Existing ranges see sugar and salt reduction, alongside more sustainable packaging

Existing ranges have also been improved, reducing ‘sugar and salt, while retaining flavour’. In doing so, the retailer expects to reduce sugar by 4,000kg and salt by 3,000kg annually.

The packaging has also been made more sustainable, with products ‘packed in a transparent tray made from 100% recycled PET bottles’, while the packaging sleeve is made of ‘FSC-certified cardboard and is almost halved compared to the previous sleeve’.

Olaf de Boer, Commercial Director of Jumbo said, ‘Plant-based alternatives to fish and meat have received a lot of attention in recent years, and by no means only among vegetarians and vegans. We notice that more and more Jumbo customers are putting a day without meat on the weekly menu, sometimes even several days a week’.

2. Jumbo launches fully sustainable range of canned fish

In other news, Jumbo has a launched ‘complete private label line of canned fish with MSC label’, following previous the retailer’s work to offer sustainably certified private label fresh and frozen fish. The new range consists of eight products, ‘four tuna varieties (water, sunflower oil, olive oil, with vegetables in tomato sauce), anchovies, pink salmon, herring in tomato sauce and sardines’.


Source: Jumbo

On a related note, a press release from the retailer noted that ‘Jumbo was recently the first supermarket chain to offer its own shrimp crackers from Dutch waters with the MSC quality mark’.

Olaf de Boer, Commercial Director of Jumbo said, ‘With this product introduction we help our customers to make a sustainable and affordable choice. At Jumbo we now almost exclusively sell sustainably caught or responsibly farmed fish or fish that is green on the VISwijzer (‘pocket guide to sustainable fish and seafood’). 96% of our own brand fresh fish, frozen fish and smoked fish has the ASC or MSC quality mark'.

3. Jumbo expands range of ‘Beter Leven’ higher welfare dairy products

Meanwhile, earlier this summer Jumbo began expanding its dairy range of ‘1 star Beter Leven’ quality dairy products. Five new products are now available, including semi-skimmed milk, whole milk, semi-skimmed yoghurt and buttermilk.


Source: Jumbo

Focus on ‘animal welfare, nature and the environment’

The ‘Beter Leven’ mark, denotes higher welfare products. Cows that produce these dairy products have ‘various drinking and feeding places and plenty of space to lie down and walk. Not only do the cows go out 120 days a year, 6 hours a day, the young cattle also go out into the pasture (100 days in the first two years). There are also requirements in the field of the environment and biodiversity. For example, there should be flowery meadows, ditches, ditches and other landscape elements should be preserved, so that farmland birds, bees, butterflies and other insects can feel at home. The composition of the cow's ration is taken into account (as much roughage as possible, such as grass from our own land)'.

Olaf de Boer, Commercial Director of Jumbo said, ‘the Beter Leven quality mark has been known to our customers for some time, we have products such as eggs, meat, meat products and snacks with this quality mark in our range. With the 1 star Beter Leven quality mark for dairy, we help our customers to easily make a more animal-friendly and environmentally friendly choice within the dairy shelf’.

Innovation is representative of wider market trends

These innovations demonstrate how Jumbo is driving continuous improvement in its private label development. Some new products meet the needs of consumers looking for products to suit flexitarian diets, while Jumbo is raising the bar on sustainability and ethics too.

Elsewhere in the Netherlands, other retailers are also investing to meet demand for flexitarian, sustainability and higher welfare products.

In its 2019 Sustainability Report, Albert Heijn said that it in 2020 it would introduce ‘100 new private label products in the VVV category (wholegrain, high fibre and vegetarian)’. The retailer is also prioritising making the supply chain of its private label products as transparent as possible. In 2019 it launched a new online world map, with insight on 1,200 locations where its private label products come from. During 2020, the map will be extended with more insight on the supply chain of key fresh products, including fruit, vegetables, chicken and meat.

Albert Heijn is also continuously driving the health agenda and in 2020 is targeting that its healthy private label products will account for 46.3% of private label sales, an increase of 0.2% versus 2019 and 2.5% versus 2018. For insight on some of the strategies and tactics the retailer is using to achieve this goal, explore our article, 'Three ways Albert Heijn is driving the health agenda'.

Meanwhile, following success in 2019, Lidl Netherlands has started selling sustainable products from start up companies. This year’s initiative is in partnership with StartLife, the Dutch agrifood accelerator.

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