Choice targets copycat supermarket brands

Consumer group Choice has launched a campaign against copycat supermarket products at Coles and Woolworths.

A report published today by Choice claims that  “the big two supermarkets use tactics including poorer shelf positioning and copycat packaging, to advantage supermarket generic brands over established labels”.   

Choice spokeswoman Ingrid Just said: “When two brands compete for space on the shelf, and when one of those brands is owned by the supermarket, it’s not hard to figure out who the winner is going to be.

“For the consumer who is watching their budget, the rise of generic brands may be a good thing. For the shopper who wants an independent product however, their choices become more limited.”

She added: “The days of cheap and basic labels that readily identified generic brands are long gone. Nowadays, a generic label can look just like any other. In some cases, they’re almost copies. The generic labels are very effective, it is easy to mistakenly pick up generic brand products because they look just like established brands.”

Choice is running a competition in which it asks shoppers to vote on which generic label most closely copies an established product.

Choice’s report on the rise of generic supermarket brands is available on the group’s website.


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