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

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 well • How Coop Italian Food supports retailers around the world • The future of private label differentiation in grocery retail • Why banner trust became even stronger after COVID • How retailers can create more engaging shelf experiences • The opportunity for AI to accelerate packaging and design decisions Thank you to Vusion for supporting Omni Talk Retail’s live coverage from World Retail Congress 2026 in Berlin. #WRC2026 #WorldRetailCongress #OmniTalkRetail #PrivateLabel #GroceryRetail #RetailInnovation #CPG #PackagingDesign #AIinRetail #RetailStrategy