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The other is an upscale brand. I actually prefer it over most brand-name products. Over time I've become accustom to always seek out the store brand because it's such good quality, even if it's not always cheaper.
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.
Interestingly, in Australia, major supermarket chain Woolworths used to have two parallel home brands: the bargain-basement Homebrand in stark black & white packaging, and the slightly better but still "designed in the DDR in the 1970s" Essentials. They had to ditch Homebrand, because it looked too cheap and was driving people to discount grocer Aldi, where you could get similar goods in packaging you wouldn't be ash…
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.…
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.
I'm fairly sure (not an economist or insider etc) that the generic / own brand products actually have the highest profit margins for the shop, because there's not a big external brand like Unilever that wants their share of things.
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.…
- "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
Earlier quoted context omitted.
Trader Joe's is Aldi's chain, right? Do you have Aldi too in addition?
Aldi was split into two groups in 1960, along geographical lines (Nord and Süd, serving resp. the North and the South of West Germany). Aldi Nord operates as Trader Joe's in the U.S., while Aldi Süd operates as Aldi.
Aldi was formed by 2 brothers and then split after a disagreement about whether or not to stock alcohol. The reason I find it interesting is actually because Aldi isn't the first big brand formed by two German brothers to split into two (big, recognizable) brands. That honor would go to Adidas and Puma.
Interestingly, in Australia, major supermarket chain Woolworths used to have two parallel home brands: the bargain-basement Homebrand in stark black & white packaging, and the slightly better but still "designed in the DDR in the 1970s" Essentials. They had to ditch Homebrand, because it looked too cheap and was driving people to discount grocer Aldi, where you could get similar goods in packaging you wouldn't be ash…
Same in NL, at least for a while; there was the semi-premium looking 'home brand', and there was the really shitty looking red-on-white Euroshopper brand, I believe that one actually showed up in a few grocery store chains. I haven't seen Euroshopper branded stuff in a while though.