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In the UK, until recently, supermarkets had three levels of own brand: Tesco: - Value - Tesco - Finest Sainsburys: - Basics - Sainsburys - Taste the Dif
by rahimnathwani 6y ago
In the UK, until recently, supermarkets had three levels of own brand:
Tesco:
- Value
- Tesco
- Finest
Sainsburys:
- Basics
- Sainsburys
- Taste the Difference
The packaging for the lowest tier was simple and used minimal colour (I think deliberately). The packaging for the highest tier was fancy (e.g. more saturated colours, use of metallic lettering).
If you have one own-label brand, you want to make it attractive. If you have several own-label brands, you want them to look distinct, so that shoppers self-select into the higher tier (higher margin) brand when they care, rather than always defaulting to the cheapest. You have to make the cheapest one 'worse' in some way.
- breakfastduck 6y agoNotably Tesco started selling under the brand 'Stockwell & Co' for their super value items. I was curious myself when I saw it and it is indeed a 'Tesco exclusive' manufacturer that essentially sells everything that would previously have gone under the 'value' brand.
- antihero 6y agoYeah it seems like a bunch of the supermarkets have rebranded their economy stuff as "made-up" brands. Interested to figure out the reason for this.
- rob74 6y agoThat's taking a page from the discounters' book: they (mostly) only have own brands, so to keep things from becoming boring they merrily make up brands all over the place. ALDI for example has 23 listed here (https://www.aldi-sued.de/de/produkte/marken-bei-aldi-sued/eigenmarken.html https://www.aldi-sued.de/de/produkte/marken-bei-aldi-sued/ei...), but I'm not sure if that's really all...
- rob74 6y agoNot only in the UK... in Germany, REWE (just an example) has eight (!) own brands for food (plus some others for non-food), some "niche", some general (https://www.rewe.de/marken/ https://www.rewe.de/marken/): - "ja!" is the cheapest of the bunch, with very simple design (until quite recently the packaging was mostly white with blue and red print, no colour photos or other fancy design elements) - "REWE Beste Wahl" ("Best Choice") is the "classier" own brand, with nicer design - "REWE Regional" for regional products - "REWE Bio" for organic foods - "REWE Feine Welt" ("Delicious World") for own-brand delicacies - "REWE to go" for "convenience" products - "REWE frei von" ("free of") for lactose- and gluten-free products - "Wilhelm Brandenburg" for meat products