Thursday, January 15, 2009

Gone are the days when 'own brand' meant budget products in depressingly bleak packaging. Big supermarkets like Waitrose, Tesco and Sainsbury are doing great things with their own brand products. Be they responding to consumer demand for organic beauty products, as Tesco has with their B Natural range, or developing their brand image as a 'foodie' or gourmet destination, as Waitrose is doing with vintage-inspired packaging for their frozen desserts.

It seems that 'own brand' now really does mean just that - an opportunity for stores to speak directly to their customers by really 'owning' their brand.