Own-Label Products

There was a bit of a stir in the British press recently, with certain companies complaining that the major UK supermarket chains are now using get-ups for their own-label products that are so similar to the get-ups used by the major brand owners that consumer confusion is inevitable.  An industry spokesman said this: 'Our research shows that consumers are more likely to buy own-label products if they look like brands. Brands survive by being distinctive and standing out, and retailers are free-riding on brands' reputations.'  Some of the examples given were particularly blatant, for example a shampoo called HERBAL ESSENCE alongside Boots' look-a-like shampoo called FRUIT ESSENCE (in both cases the colour pink is the dominant feature), or an olive spread called BERTOLI alongside Sainsbury's look-a-like olive spread (in both cases the get-up comprises a remarkably similar rural Italian scene).