I don't even think what they say holds in the US either - so must be elsewhere. In the U.S you have brand name with their often noisy labels full of marketing

I don't even think what they say holds in the US either - so must be elsewhere. In the U.S you have brand name with their often noisy labels full of marketing - and then store brand (which is often the exact same stuff as the brand name in different packaging - or stuff that was rejected from quality control of the name brand so is almost the same stuff just slightly worse by some unknown metric). I buy store brand for basically everything but a few food items where the quality is worse enough to be off-putting. Store brand labels aren't quite as plain as No Name labels but are usually a bit more bespoke or just "lower quality" like they didn't want to pay for a graphic designer so had some intern whip up a graphic for the label. I know the U.K has No Name brand which to my understanding also markets itself as the cheaper no-fuss alternative?