The success of discount retailers has led to an influx of private label product launches, say Cargill and Innova. The share of private label product launches has grown in every continent since 2009. Private label chocolate confectionery products made up 22.1% of products launched in Western Europe in 2013, up from 14.9% in 2009. “Private label really is catching up…they are a brand on their own and not a follower anymore,” said Cargill's Brigitte Bayart. Lidl UK for example claims its for example Fin Carré premium chocolate brand with UTZ Certifed cocoa is it's bestselling chocolate confectionery product. Innova's Lu Ann Williams advised branded manufacturers to track the products launched in private label because retailers had concrete sales data on the best-performing products and well in-tuned with consumers' needs. Photo Credit: Innova Market Insights.