28 Nov How a Private Label Pulses Product Is Developed: A Practical Guide for Retailers
The development of a pulses product, or any other food product, under a private label (MDD) involves the retailer, the manufacturer and sometimes external teams specialising in quality, design and consultancy. In the case of cooked pulses, the process has its own specific characteristics because the raw material can vary significantly and aspects such as organoleptic consistency and food safety must be safeguarded at all times.
In this post, we explain step by step how a new private label product is developed in the pulses category: from the moment the buyer or category manager drafts the initial brief to the moment the product reaches the supermarket shelf.
The Retailer’s Brief
The retailer’s brief is the document that outlines what private label product the retailer wants to develop, with which objectives and under what criteria. It is the starting point for any private label project.
In practical terms, it is the roadmap that sets out what the retailer needs and how the manufacturer must adapt to meet those requirements. The process always begins on the retailer’s side.
The brief sets the tone of the project and typically includes aspects such as the commercial objective — ranging from replacing an existing reference to creating a new range, improving the current recipe (for example, by reducing salt), or launching new products. It also includes product specifications such as the type of pulse required, format, packaging and the desired quality parameters (texture, colour, flavour…). Technical and legal requirements are specified as well, along with logistics and volume details (annual forecast volume, order planning, acceptable lead times…). The project timeline is also included: sample dispatch, tests, tastings and launch date.
A well-prepared brief avoids errors, misunderstandings and deviations. The more precise it is, the fewer iterations and adjustments will be required. Equally important is the search for the right manufacturer. Retailers should therefore assess supplier risks and apply strong strategies to negotiate competitive prices.
The Manufacturer’s Analysis
Once the brief is received, the manufacturer must carry out a feasibility analysis covering raw materials, production capacity, costs and margins.
Regarding raw materials, considerations include the availability of the requested pulse variety, calibres available at origin, crop stability, price forecasts and potential organoleptic variations that may need compensation during cooking.
On the production capacity side, the manufacturer must assess its available cooking and packaging lines and its ability to fulfil the requested volume and lead times. For organic pulses, proper storage and production processes must be guaranteed to avoid contact with conventional products.
Costs and margins must take into account raw materials, packaging, industrial processing, labour, the manufacturer’s target margin and the retailer’s target selling price.
The result of this stage is usually presented as an initial price range, along with limitations or recommendations.
Recipe Development
This is the most critical phase. Producing a high‑quality cooked pulse product requires precision, since changes in cooking time or salt content can completely alter the result. This is why it is essential for the retailer to define concrete parameters regarding texture, flavour, calibre, colour and the percentage of split or broken grains permitted.
Based on these requirements, the manufacturer prepares prototypes that are tested internally and then sent to the retailer for evaluation. Buyers normally compare the prototype with the current assortment reference, competitors’ private label products and the market leader. This helps position the product accurately in terms of quality and price.
Laboratory Testing
Once the recipe is finalised, physical‑chemical analyses are carried out, measuring pH, water activity, nutritional values and hardness. Microbiological controls ensure commercial sterility, absence of pathogens and shelf‑life stability.
In some projects — especially organic or low‑salt products — additional safety tests may be required to validate stability.
Industrial Validation
After approving the small‑scale recipe, it must be reproduced under real industrial conditions. A line trial is carried out to adjust production parameters (cooking, soaking, filling, autoclave settings…), verify product stability after sterilisation, confirm correct packaging performance (resistance, vacuum, sealing, safety…) and measure productivity (units/hour, changeover times, waste…).
This step is crucial, as a well‑executed line trial prevents later quality issues, complaints or penalties.
Label and Packaging Development
While the recipe is being developed, label and packaging development usually runs in parallel, covering design and legal aspects.
The retailer defines the private label range style, colours, information hierarchy and visual assets (product photos, illustrations…). Label creation is usually managed by the retailer, although some manufacturers provide this service.
Once the label is designed, the manufacturer reviews its print feasibility, especially in specific cases such as lithographed lids or laminated labels.
A legal review ensures correct name of sale, compliant ingredient listing, properly formatted nutritional declaration, required languages and authorised claims.
The type of jar, lid or can is also confirmed at this stage.
Final Approval
With the recipe validated, the line trial completed and the packaging approved, the final technical specification is drafted. This document includes quality parameters, maximum/minimum limits, batch controls, sizes and weights, shelf‑life, microbiological standards and packaging safety criteria.
It is essential for future audits and incident resolution, as it serves as the contractual reference between retailer and manufacturer.
Supplier Audits and Approval
Retailers must ensure that suppliers comply with high safety and process standards. They therefore conduct a documentary audit reviewing certifications (BRC, IFS, ISO), traceability procedures, technical data sheets, allergen control protocols and the HACCP plan.
They may also request an on‑site audit to check production areas, raw material flows, temperature controls, cleaning routines, staff training and preventive maintenance.
Approval is only granted when all requirements are met.
Launch Planning
Once the product is approved, initial production is scheduled. This requires coordinating raw material availability, packaging and label production, vacuum and sterilisation tests and transport planning.
A safety stock should be agreed between retailer and manufacturer, particularly if a launch promotion or immediate range replacement is expected.
Arrival on Shelf
The product arrives at the retailer’s distribution centre, where labelling, pallet condition, unit integrity and correct barcode and batch code readability are verified. Distribution to stores then begins.
On shelf, the product faces three key factors:
– Visibility and positioning: retailers assess alignment with the range, facing levels and promotional performance.
– Sales performance: during the first weeks, rotation per store, stock‑outs, comparison with the previous reference and price elasticity are monitored.
– Incidents and feedback: early deliveries are reviewed for batch consistency, liquid appearance, taste/texture notes and consumer comments.
A good manufacturer resolves incidents quickly and makes necessary adjustments to stabilise the product.
Post‑Launch Optimisation
A successful launch does not end when the product reaches the shelf. The real value lies in ongoing optimisation, working closely with the retailer to ensure stability and competitiveness throughout the product’s lifecycle.
Developing a private label pulses product is a long, technical and meticulous process involving multiple departments. Every decision — from calibre to lid lithography — influences the final result.
Retailers seek consistency, food safety, competitive pricing and an industrial partner capable of anticipating issues. When the manufacturer masters the raw material, maintains robust processes and provides close support, the result is a stable, profitable product aligned with consumer expectations.