Description

Problem
By 2027, Pyaterochka aims to double the turnover of its private labels and become a leader in their development. To achieve this, we focused on launching new brands tailored to the shared needs of high-potential customer segments.
Our analysis highlighted two key growth drivers: shoppers under 30 and wealthier consumers. These groups are overlooked in several booming categories that we hadn't yet tapped into. In 2024, AKORT reported the strongest growth in private labels came from the ultra-fresh and healthy lifestyle segments. Financial modeling confirmed the potential of these categories with the " Vkus & Polza" private label positioned as a strategic growth lever.
Implementation
We wanted healthy food to stop being a luxury. So we focused on what people actually enjoy eating like turkey sausages, iodine-rich eggs, and dried fruit snacks with benefits built in and prices that make sense.
Packaging was designed to speak for itself. A tempting product window reinforces the idea of natural taste, while clear labels communicate health benefits.
In-store, the brand is easy to spot. Fresh items are stocked in branded refrigerators, while grocery products are grouped on dedicated shelves to create a strong visual presence.
We built a special informational and educational section in the Pyaterochka app and the TS catalog, and we use CRM tools to drive repeat purchases.
To support the launch, we rolled out a nationwide media campaign from November 11 to December 15, 2024. The message was simple: "New! Naturally delicious!"
Channels: OLV/banners, OOH/DOOH, articles on food.ru, thematic publications from bloggers, and UGC content are popular channels with low contact costs.
Results
In under eight months, the brand went from concept to one of the top performers in Pyaterochka’s private label portfolio and ranked No. 6 in penetration. Today, it’s present in 1,500 stores, with 120 SKUs on shelves and eight quality awards in 2024 alone. “Vkus & Polza” has become a new standard for the chain.
The pilot also showed that demand for healthy food isn't limited to big cities. We proved that healthy can also be affordable, so our products are priced 20–25% lower than comparable alternatives.
Business Impact
Buyer penetration: benchmark 8–9% / actual 7%
Revenue share (within pilot regions): target 1% of total turnover | actual 1%
Basket complexity (products per receipt): target 1.5 / actual 1.8
Repeat purchase conversion: benchmark 40% / actual 45%
Marketing and Technical Metrics
Brand awareness post-campaign: benchmark 12% / actual 14%
Brand NPS: benchmark 50–52% / actual 53%
Media Results
Campaign reach: benchmark 50% / actual 52%
Video completion rate (VTR): benchmark 50% / target 60% / actual 69%

“Vkus & Polza” is off to a strong start. Our next goal is simple: make affordable, healthy food available in every neighborhood across Russia by 2028.
We’ve taken on the mission of promoting tasty, healthy food not just in words, but in deeds. We offer affordable, healthy products in your local store. This is our contribution to the health of the nation.
A significant contribution to the retailer's business (over six months plus 1% of total TT turnover).
Project launch: April 2025

Credits

Ekaterina Tananaeva - Healthy Lifestyle Brands Group Manager at Pyaterochka retail chain
Lyudmila Denisova - Brand Manager at Pyaterochka retail chain
Sofia Doroshkevich - Brand Specialist at Pyaterochka retail chain
Yana Malikova - Head of Brand Communications at Pyaterochka retail chain
Inna Rybina - Head of External Communications at Pyaterochka retail chain
Ekaterina Demchenko - Account Director at TDI Group
Elena Chizhova - Strategic Director at TDI Group
Tamarа Sharangia - Brand Strategist TDI Group
Nadezhda Dragun - Group Account Manager at TDI Group
Julia Drozdova - Art Director at TDI Group
Digital Lab Production - video production studio