Own Brands - the new Brands

Funny isn't it?

Not so long ago you or I wouldn't have touched an own brand for love nor money.  No matter how much of good deal it seemed, i just wouldn't be worth it.

Soup?  Has to be Heinz.
Beans?  Has to be Heinz.
Biscuits?  Has to McVities
Breakfast?  Has to be Kelloggs.
Ketch-up?  Has to be Heinz.
Brown Pickle?  Branston.

The list goes on doesn't it?
Fast-forward into Aldi or Lidl - obscure brands replacing the big labels, a quarter the price - and (here's the thing) just as good if not better!

Why couldn't the 'big' supermarkets do that twenty years ago?

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