Related: brand proliferation, when one company creates many (somewhat different) products in one niche and invests heavily in advertising. (example: Cereals). T

Related: brand proliferation, when one company creates many (somewhat different) products in one niche and invests heavily in advertising. (example: Cereals). This increases the barrier for entry for new players onto this market by effectively saturating the market with a wide variety of products. Economies of scale also help – e.g. if you're one big company it's easier to negotiate with retailers. Usually done by FMCG companies.