Our private label: how spinneysFOOD products come to be

We sat down with commercial manager Philip Bencini to find out more

How many people are involved when deciding if a new product should be added to the range?

We have a dedicated private label team that works closely with our technical team, as well as category and commercial managers, to create our products. Once an item is close to being finalised, it’s put in front of a panel of samplers for their thoughts and feedback.

On average, how long does it take for a product to go from concept to completion?

The process lasts roughly six months, but of course much depends on where the ingredients are sourced from. As for artwork development, that can take anything from three weeks to much longer.

What factors do you consider when selecting which products should become private label?

First we look at trends both locally and abroad, then assess how well a product will sell. After that we identify changes that can be made to improve the item, make it more convenient and available at a competitive price point.

What specific criteria do private label products need to meet?

Sustainability, traceability and organic are playing ever-increasing roles. Soon, all spinneysFOOD products will be ‘clean label’ – this strict policy of using no artificial colours and flavours or MSG will provide our customers with better, healthier products. To offer an example of our approach to sustainability, we won’t stock any spinneysFOOD Canned Tuna that is not pole and line caught.

Private label is an important marker of a product’s high quality. How do you go about sourcing premium foods?

Whether it’s premium or standard, we source our products from the countries customers would expect. This means our pasta, sauces and antipasti come from Italy, basmati rice arrives from India, while we look to Thailand for jasmine rice and places like India, Sri Lanka or Africa for tea.

That’s not all - we’ve got all the information you need on our range of fruit, vegetables and salads courtesy of category manager Paul Morgan.