What is a private brand?

A range of generic products belonging to a distribution chain (typically a hypermarket or supermarket, but also major specialized distribution) manufactured to order. These products are sold under their own brand which is not advertised, with simple packaging and design, and for a price that is relatively lower than the market leaders. Originally, they were just basic household products (sugar, milk…) but now they cover practically the whole shopping basket.

Other denominations:
Store brand, private brand, chain brand

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