Home brand products, once considered cheap, ugly and low-quality, have gotten a glow-up over the years – and are now profit drivers for supermarket giants.
Coles Own Brand, Woolies Homebrand, Black & Gold: once upon a time, buying groceries made by the supermarkets themselves carried something of a stigma.
“Nobody wants just cheap. If you’re going to be cheap, you have to be cheap with some form of consumer benefit.” “It’s not a radically new strategy in terms of an idea. It’s just a well-developed strategy that’s moved ahead … in leaps and bounds.” but also operates body care brand KOi, baby care range CUB, specialty coffee range Daley Street Coffee and more. Woolworths has found success through its Macro range, which has a focus on nutrition and natural ingredients, but also competes with multinationals through its pet food brands Apollo, Baxters, Your Majesty and Smitten.
“Aldi has helped reinvent home brands for consumers, and they’ve done that by aligning their cheap brands against well-known brands,” said Ferrier. “The consumer feels like they’re buying a version of that.”
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