Private Label Brands: Catch the new wave before it sinks you!

About three months after the world greatest private label trade show, PLMA 2018, we would like to take a look back and share some of our thoughts, facts and ideas with you. We’d like to offer our experience-based thinking to all of you readers (wholesalers/distributors/retailers or business professionals) who might be interested in PL (private label) brand trend happening globally. What can you do about it?

PL might sound complex, but the reality is, with the right supplier as a partner you will go through this process smoothly, successfully and relatively fast. Complexity depends on supplier’s experience and knowledge of PL as well as deep understanding of production capacities, costs, package and logistic optimization etc. Thus, be careful when you make your decision. It’s vital for your PL brand success. We’ve been through this process many times and we’ll try to share our experience with you as simple and useful as possible.

In this post we will present some data on PL trends globally. We would like to show you the incredible potential you should start exploiting now in case you still haven’t. It’s important to process the numbers in order to better understand the reasoning we will share further in our future posts where we will speak about topics like: the reasons to launch a PL brand despite the fact you are not a retailer, verifying your readiness for a PL brand launch, what it takes to launch a PL brand, how to make PL brand supplier evaluation and many other PL brand related challenges. Now let’s go through the key numbers.


PL brands keep growing across Europe. According to Nielsen data the PL brands now “stand at 30% or above in 17 countries” out of 19 countries tracked. Consumer confidence in PL brands keeps getting stronger. Following latest Daymon Private Brand Intelligence Report 2018, consumers look for more solutions rather than individual brands (US market shows the private brands outpaced national brands by about 8 times with an increase in sales by 4% compared to an increase in sales of national brands of 0.5%). Furthermore, Daymon’s report claims that 74% of surveyed consumers say private brands are better value for the money than national brands; 53% say they shop at a store specifically for its private brand; 59% believe private brands offer greater variety; 85% trust private brand at least as much; 84% believe in quality of PL brand at least as much and 81% buy PL brands on every or almost every shopping trip. These are some serious numbers to look at, especially if we take into account PL roots in the food industry.

A brief timeline: when initially introduced (in the 50s), PL food brands were considered as a cheaper alternative to regional, national or international brands with significantly lower quality and lack of variety. This consequently led to a small market share. Then, in the 70s their share began growing, but still their quality was perceived as inferior. The focus was on good margins only. Next significant period to look at is 2007-2012 when the PL brands experienced robust growth. Normally, in times of crises, consumers cut expenditures, making PL brands sales flourish. As the economy was improving, there was a slight decline in PL brands sales due to various reasons: 1) more money in the pocket made consumers switch back to their favourite brands; 2) more money helped national brands too, allowing them to aggressively respond to the rise of PL brands with heavy promotions and marketing activities all over the world and 3) very important change happened: PL brands started to invest in quality and variety, thus they slightly increased prices. This is when PL brands took a new direction: quality and innovation fight and not price fight only.

From today’s perspective, we see it was the right direction to take because they reached a new era in their evolution. Consumers now compare PL brands to A brands (you can check a recent interesting article on this topic here).  If they kept being the cheap option with limited offer then in good times, with more money to spend, consumers would have totally abandoned PL brands or they would have brought PL to a survival stage at least. Instead, we see a new rise on the horizon and a serious threat for the A brands.

A completely different image of PL brands is in front of us each day we go shopping: beautiful, attractive package designs with high quality content, in varieties that many of the A brands do not offer and all this at more competitive prices as compared to A brands. PL stopped being a finance tactic only. It’s become a strategy for market differentiation, creating and fostering consumer loyalty and driving consumer satisfaction. Even though there is still plenty of PL brands who maintain the image of low cost alternatives to national brands and this is totally fine, yet it’s a fact that the world of “premium” brands has opened the doors to PL brands too – something that probably could not be imagined back in the 50s.

Today we look at PL as a source of innovation and flexibility at competitive prices. That is why we recommend you to start developing your own brands among different product categories soon, just before the crowd arrives.

The facts above were shared in order to motivate you walk further and explore the PL brand opportunities. In our next post we will tell you why you should launch your own brand even though you are not a retailer. We as producers of PL brands have the chance to see this trend happening among wholesalers and distributors right in front of our eyes. Don’t waste time and get on board. We will help you pave the way to the next top brand of yours hitting great sales numbers globally!


We are always eager to hear your feedback, comments, suggestions and proposals on how to improve. Feel free to drop us an email and ask us any question that might pop up while thinking about this subject.





Via Prom on PLMA 2018 (29-30 May) in Amsterdam

Dear readers, we would like to inform you that for the fifth consecutive year Via Prom will present its products at PLMA trade show in Amsterdam. The event will take place in RAI Exhibition Centre, 29-30 May. 

Traditionally, Via Prom is putting efforts to support the New and Innovative Product Section which is part of PLMA by developing new product recipes. Again, this year some of our innovative proposals were selected and will be presented in the New Product Expo Section. We are excited to show you our innovations at our booth.

This year, our focus will be put on our sandwich cookies line. Via Prom aspires to become one of the leading producers of sandwich cookies, or cream cookies in South Eastern Europe. We are kindly inviting you to visit us and check out our offer. We are more than happy to discuss all types of possibilities for cooperation.

You will find us on the following location:

RAI Europa Complex / Hall 3
Stand number: F-4099

Below you can find a sneak peek of our stand presentation. We are looking forward to welcome you at our booth.

Last call for PLMA 2017 free tickets

Dear partners and visitors of PLMA 2017 in Amsterdam, we would like to remind you that the PLMA registration deadline is May 4, 2017. There are few free invitation codes left, so we are inviting you to send us your request on Please write “Free invitation code” in the subject line.

As a quick reminder, our stand details are following:

16-17 May, PLMA 2017, RAI Exhibition Centre Amsterdam
RAI Park Complex / Hall 8
Stand number: F-8501 

Free invitation codes for PLMA 2017 Amsterdam


We would like to inform you that you can get your free invitation code for this year’s PLMA (16-17 May) in Amsterdam from today on. All you need to do is to contact us on and tell us your request. We kindly ask you to include “Free invitation code” in your email’s subject line.

Please kindly note that it’s a limited time offer due to the limited number of codes we have. It’s a first come first served basis.

Two additional notes:

  1. Guest Registration closes on 4 May. The Special Invitation is not valid after this date.
  2. Each Registration Code is unique and can only be used once.

As a quick reminder our stand info for PLMA 2017 Amsterdam is following:

16-17 May PLMA 2017, RAI Exhibition Centre, Amsterdam


RAI Park Complex / Hall 8

Stand number: F-8501







Save the date: 16-17 May, PLMA 2017 Amsterdam

In two months from now, PLMA 2017, the world’s biggest private label trade show will take place in Amsterdam. Save the date: 16-17 May in RAI Exhibition Centre in Amsterdam. 

For the third year in a row Via Prom will present its products on this trade show. This year we’ve developed very unique and tasty products which haven’t been placed on the market yet, thus we can hardly wait to share our innovations for the first time with you. Besides the expansion of our conventional product lines with delicious and one of a kind chocolate and sugar bars and rolls, we also developed a wholegrain and sugar free biscuit line with healthy and tasty seeds (mainly chia and black seeds).

If you are curious to see the complete palette of Via Prom’s products, we invite you to visit our stand:

16-17 May PLMA 2017, RAI Exhibition Centre, Amsterdam


RAI Park Complex / Hall 8

Stand number: F-8501

As we did in the past years, again this year we will offer a limited number of free invitation codes. Stay tuned.


This is How We Made 2016 One of the Best Years for Our Company

“Strive for progress, not perfection.”

Before we say goodbye to 2016 and wish you a Happy New Year we’d like to look back and sum up our top 10 achievements for the past year. It’s been a busy year full of changes. There were tough times but at the end of the day this made us even more competitive on the global market and led us to a significant progress. In this post we selected the top 10 achievements which certainly improved the overall performance of the company and set the ground for even greater advancement in 2017. Perhaps, some of them will trigger your interest in exploring opportunities to cooperate with us.

1. Our pallet of products was successfully showcased on PLMA 2016 in Amsterdam where one of our pilot projects was selected as innovative and presented among innovations in the Idea Market to more than 12000 trade professionals from over 115 countries. .

2.  Our company got certified with another leading safety and quality certification programme –  the BRC Global Standards which is widely known of it’s high criteria and strict grading. With this we hold 4 quality certificates: ISO 22000, HACCP, BRC and HALAL.

3. Three new markets opened the doors to our products: the UK, Sweden and Slovenia.


4. We launched 6 new own branded products: Ninja Biscuit 33gr, Medence 33gr, Medence Coko 33gr, Fresh Original 176gr, Fresh Choco 228gr and Lean Tea Biscuits 400gr.

5. Our R&D invented very specific recipes for sugar free and palm oil free sandwich cookies that significantly expanded our target market. Additionally, in the end of this year the team has started the development of cereal sandwich cookies which we hope will be ready to hit our markets either as private label or own brands in the first quarter of 2017.

6. We placed special focus on private label projects that in effect helped us enrich our experience, knowledge and skills in this field. Furthermore, we plan to double the private label  cooperations in 2017.

7. We improved our organizational infrastructure accompanied by significant process optimization.

8. We finalized the preparations for capacity expansion expected to take place in 2017.

9. Our team visited couple of food fairs in Europe in order to keep up with global trends and challenges.

10. Our products were successfully presented to the Chinese market too where we hope to establish long term partnerships in 2017.

With this we close up the year. Our production facilities will open again on January 15, 2017 with new energy, fresh ideas and big plans for making another great year for Via Prom. In meantime, if you are willing to contact our sales team do not hesitate to send us a message to sales team is always available to you.

We wish you a lot of happiness and prosperity in 2017.

Gold glitter Happy New Year 2017 background. Happy new year glit