Why Private Label Needs Emotion with Coop Italian Food’s Paolo Bonsignore | WRC 2026

Why Private Label Needs Emotion with Coop Italian Food’s Paolo Bonsignore | WRC 2026

From Omni Talk Retail by Omni Talk Retail

April 29, 2026 · 13 min

About this episode

The episode discusses the evolution of private label strategies with a focus on emotional branding and consumer connection.

In this Omni Talk Retail interview, recorded live from World Retail Congress 2026 in Berlin, Chris Walton chats with Paolo Bonsignore, Commercial and Marketing Director at Coop Italian Food, to discuss why private label can no longer compete on price alone. Paolo shares how Coop Italian Food has evolved private label into a true point of differentiation by building emotionally driven brands, category storytelling, and packaging that connects with consumers on a deeper level. From neuroscience-backed design testing to AI-powered packaging feedback, the conversation explores how retailers can rethink private label strategy in a world where consumers expect more than “me too” products. The discussion also dives into Italy’s unique food ecosystem, why retailers underestimate the power of their own banner brands, and how Coop Italian Food helps global retailers source authentic Italian products while building stronger private label programs. Key Topics Covered: • Why “me too” private label strategies no longer work • How emotion and storytelling drive stronger packaging design • The role of neuroscience and AI in product development • Why selling well matters more than simply buying…

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