ALDI type supermarkets

[Johnstone93]

Does anyone know why Aldi, Lidl etc give all their 'own brand' lines such contrived and obviously made-up brand names? Whereas M&S and all the other stores brand their own lines with their own universal brand, which I think is more honest, these others confuse the public into thinking they are choosing between a variety of brands, when indeed they are not!

[molly]

Perhaps because stores like M&S etc are confident of their reputation and the quality of their products. Also Aldi and Lidl are european ( ok I know we're also meant to be european but you know what I mean - not british ). They probably have a different way of doing things.

[bobbobley]

probably so that the mumpers who shop there get to feel that they are able to buy the same brand of things that the rest of society does.

[beenee]

I always thought that Lidl and Aldi sold products by obscure, european companies that we just haven't heard of. I didn't think they had an 'own brand'.

[geofbob]

It could be argued that M & S etc also mislead some members of the public by giving the impression that they actually make the goods with their brand on them, when in fact they simply purchase them from possibly the same manufacturers as Lidl.

[Johnstone93]

Many manufacturers of leading brands also manufacture 'private label' goods, but strictly to the particular clients specifications. My grandmother used to work at Burtons biscuits where they also made biscuits for Marks & Spencer on a separate production line. this was because the M&S biscuits were actually made to a higher quality and with thicker chocolate than the standard Burtons product!