Supermarkets say the quality of private labels is at least as good as that of A brands. “Supermarkets can’t afford to sell shoddy products under their own brand,” Breughelmans says.
It is not entirely clear where they are actually produced. “Many private labels are made in the same factory as A brands. The typical example is Leo and Olé. But most brands don’t want to communicate that. If a private label comes from the same factory and the consumer knows, he thinks. that it is the exact same product. It is not always true. ”
The ingredients are not always the same. “Often these are cheaper ingredients, not necessarily unhealthy. For example, people don’t use chocolate but cocoa. You can taste it, but in the end it remains a similar product.”
