Private-label expansion puts product differentiation at the center of sourcing
Cosmo Food EU EditorialWhat the source reports
FoodNavigator interviews Reid Swanson of Centric Software about expanding private-label competition. He describes store brands moving beyond low-price alternatives into mid-tier and premium ranges, and argues that manufacturers need quicker innovation and closer competitive monitoring. His comments also highlight retailers' need for expertise in ingredient sourcing, packaging and product compliance.
Cosmo's buyer perspective
For an international sourcing project, translate a retail ambition into a clear product brief. Identify the target consumer, eating occasion and intended selling price. Decide which characteristics are essential and which can change during sample development.
A chocolate or snack project might specify flavor, texture, portion size and shelf life. A cheese brief needs its own measurable requirements. Compare manufacturers against the same specification, including pack format, minimum order quantity and confirmed production lead time, rather than selecting on the quoted unit price alone.
Plan ingredient and allergen review, destination-market artwork and packaging tests before approving the final sample. Keep a record of agreed specifications so substitutions or recipe changes can be assessed consistently.
Premium positioning should be supported by evidence from the buyer's actual market. Test the proposition with the intended channel and check whether its expected volume supports the project economics. Cosmo coordinates sourcing projects with selected manufacturers; the practical aim is a brief that supports informed supplier comparison.
Source: FoodNavigator
Original article: How can CPG brands stand out as private label expands?
Source date: 9 October 2026