{{Short description|none}} <!-- "none" is preferred when the title is sufficiently descriptive; see [[WP:SDNONE]] --> {{More citations needed|date=January 2024}} {{Cleanup rewrite|date=August 2021}} {{Use dmy dates|date=July 2017}} In the [[United Kingdom]], it is common practice for retailers to have their own [[Generic brand#Premium and value generic brands|value brand]] in an effort to compete on price. These brands have become more popular in the UK with shoppers since the [[Great Recession]] caused [[food prices]] to rise.<ref>{{cite news|last=Chittock|first=Matt|title=Rise of the Supermarket Own Brand|url=https://www.theguardian.com/lifeandstyle/wordofmouth/2013/feb/04/rise-of-the-own-brand|access-date=16 April 2013|newspaper=The Guardian|date=4 February 2013|location=London}}</ref>
==Major retailers==
===Tesco=== {{Redirect|Tesco Value|the Danish music band|Tesco Value (band)}} [[Tesco|Tesco's]] value brand was originally launched in 1993 as ''Tesco Value'', with distinctive blue-and-white striped packaging.<ref name="guardian">{{cite news|url=https://www.theguardian.com/business/2012/apr/04/tesco-rebrands-value-range?newsfeed=true|title=Tesco rebrands Value range|work=[[The Guardian]] | location=London|first=Zoe|last=Wood|date=4 April 2012}}</ref> In April 2012 the range was rebranded as ''Everyday Value'', with new packaging and a revised product range which omitted artificial colours and flavours. The original Tesco Value brand had been launched in the midst of a supermarket price war,<ref>{{Cite web |url=https://www.independent.co.uk/news/uk/supermarket-price-war-escalates-each-grocery-chain-claims-to-be-the-cheapest-in-the-battle-for-increased-sales-marianne-macdonald-reports-1502139.html |title=The Independent: Supermarket price war escalates, 05 November 1993 |access-date=2 November 2017 |archive-date=25 September 2015 |archive-url=https://web.archive.org/web/20150925173728/http://www.independent.co.uk/news/uk/supermarket-price-war-escalates-each-grocery-chain-claims-to-be-the-cheapest-in-the-battle-for-increased-sales-marianne-macdonald-reports-1502139.html |url-status=live }}</ref> and targeted a low price point, with cans of beans costing 3p a can<ref name="guardian"/> and loaves of bread for 7p.<ref name="guardian"/> [[File:Exclusively at Tesco brand products.jpg|150px|right|thumb|Two cans showing the different branding utilised by Tesco for its "Exclusively at Tesco" range]] In 2018 Tesco began phasing out Everyday Value in favour of "tertiary brands" such as "Ms Molly's", "Hearty Food Co." and "Stockwell & Co.", in effect imitating what [[Aldi]] and [[Lidl]] do and reviving a previous attempt in 2009 known as 'Discount Brands at Tesco'.<ref>https://www.thegrocer.co.uk/stores/ranging-and-merchandising/tesco-continues-own-label-overhaul-with-eastmans-range/567664.article {{Webarchive|url=https://web.archive.org/web/20180720194945/https://www.thegrocer.co.uk/stores/ranging-and-merchandising/tesco-continues-own-label-overhaul-with-eastmans-range/567664.article |date=20 July 2018 }} The Grocer: Tesco continues own-label overhaul with chilled Eastman’s Deli Foods range</ref>
In 2023 Tesco released a clothing range featuring the original Tesco Value branding.
[[File:Tesco Value Tshirt.jpg|thumb|A men's t-shirt available at Tesco, showing the 1990s utilitarian branding use]]
Brands used: *'''Boswell Farms''' - fresh [[beef]] products; *'''Butcher's Choice''' - frozen meat; *'''Creamfields''' - dairy products including [[milk]] and [[cheese]]; *'''Eastman's''' - pastry products, including [[pies]], [[sausage rolls]] and [[quiche]], cooked meats, [[coleslaw]], [[potato salad]], dips including [[houmous]]; *'''Hearty Food Co.''' - fresh and frozen ready meals, [[pasta]], [[pizza]] and fresh foods; *'''H.W. Nevill''' - [[bread]] and morning goods; *'''Ms Molly's''' - desserts, sweet [[biscuits]], [[chocolate]], cakes; *'''Nightingale Farms''' - fresh vegetables; *'''Redmere Farms''' - fresh vegetables; *'''Rosedene Farms''' - fresh fruits; *'''Springforce''' - household products such as [[toilet roll]] and kitchen paper; *'''Suntrail Farms''' - fresh citrus/exotic fruits; *'''Stockwell & Co''' - kitchen cupboard 'essentials' such as canned food (excluding fruit and vegetables which are branded as '''The Growers Harvest'''), [[tea bags]] and [[coffee]], cereals, drinks, baking goods; named after T.E. Stockwell who sold the first packet of tea to Jack Cohen, founder of Tesco. *'''The Growers Harvest''' - packaged fruit, vegetables and pulses including [[rice]] and [[oats]]; *'''Willow Farms''' - fresh [[poultry]] products; *'''Woodside Farms''' - fresh [[pork]] products; *'''Tesco Essentials''' - health and beauty products.
===Asda=== [[File:Justessentialsasdaproducts.jpg|thumb|A selection of products showing the "Just Essentials by Asda" branding]]
[[Asda#Just Essentials by Asda|Just Essentials by Asda]], formerly Asda Smartprice, is a no-frills private label trade name. It can trace its origins to [[Asda|Asda's]] Farm Stores brand launched in the mid-1990s, which consisted of products that were offered at a lower price than the equivalent famous name brand product and Asda's own brand equivalent. The Farm Stores brand originally consisted of a small number of food only products, largely frozen such as frozen chips and a small range of ready meals: this range later expanded to include fresh food. Just Essentials by Asda products are almost always the lowest price option in a product category in Asda stores. Occasionally this difference is only a few pence; in others, however, it is a marked difference. For example, a box of Just Essentials Biological Washing Powder costs £2.30, while the equivalent Asda brand washing powder costs £5.00, and well known name brand alternatives can cost from £7.00 upwards (as of December 2022).
[[File:Asda Smartprice Washing up liquid.jpg|100px|right|thumb|A bottle of Asda Smartprice washing up liquid. The Asda logo is reminiscent of the one used by the supermarket in the early 1980s.]] The Smartprice label was originally a food only brand; however, over the years it expanded to cover almost every product range in the store, including clothing and furnishings with the George Smart Price brand. Like early generic products in the US, some Smartprice products originally lacked what can be thought of as 'frills' in the modern brand name or supermarket own brand; for example, the Smartprice toothpaste had an old fashioned [[screw cap]] rather than the now more common flip cap, and the Smartprice range of crisps came in traditional clear plastic bags rather than the foil bags common to most name brand versions. {{Multiple image | direction = vertical | image1 = SmartPrice Logo.png | caption1 = This logo was used from 2004 to 2012. | image2 = Asda Smartprice logo 2012.png | caption2 = This logo was used from 2012 to 2014. | header = Asda Smartprice logo history | image3 = ASDA Smartprice logo 2014 01.png | caption3 = This logo was used from 2014 to 2017. | image4 = ASDA Smartprice logo 2017.png | caption4 = The last logo before the rebrand was used from 2017 to 2022. | align = left }}
Asda's Smartprice logo and packaging has changed several times since its introduction. It was revised<ref>{{Cite web |url=https://www.thedrum.com/news/2011/11/15/asda-relaunch-smartprice-elmwood |title=Asda to relaunch SmartPrice with Elmwood {{!}} The Drum |access-date=1 June 2020 |archive-date=30 November 2020 |archive-url=https://web.archive.org/web/20201130144856/https://www.thedrum.com/news/2011/11/15/asda-relaunch-smartprice-elmwood |url-status=live }}</ref> in 2012 to match the branding of Walmart's ''Great Value'' line at the time,<ref>[https://web.archive.org/web/20090812074424/http://blogs.reuters.com/summits/2009/03/16/sleek-new-look-for-wal-marts-great-value/ Sleek new look for Wal-Mart’s Great Value]</ref> but a further redesign in 2014 and 2017, removed the similarity in visual style. On 28 March 2022, Asda announced the Smartprice brand would be replaced by a new brand, Asda Just Essentials, commencing May 2022. The similarity between the new brand name and Waitrose's own budget brand, Essential Waitrose, launched in 2009, has led to Waitrose issuing a legal letter to Asda, raising trademark concerns although this was later dropped.
===Sainsbury's=== [[File:Sainsbury's Basics - baked beans and coleslaw.jpg|250px|right|thumb|The own label Sainsbury's Basics brand was used for its low cost products until the late 2010s.]] [[Sainsbury's#Product ranges|Sainsbury's Basics]] was an economy range of around 550 lines,<ref name="sainsburys">{{cite news|url=https://www.theguardian.com/commentisfree/2009/mar/25/sainsburys-basics-range|title=Sales of Sainsbury's basics range have shot up by more than 60% - and I can see why|work=[[The Guardian]] | location=London|first=Tim|last=Dowling|date=25 March 2009}}</ref> mainly food but also including other areas such as toiletries and stationery. The Basics range used minimal packaging with simple orange and white designs. Sainsbury's Local stores sold none or very few of these lines. Sainsbury's seeks to differentiate itself on its own label items on quality and many of the Basics products cost more than what may be considered the equivalent products at Asda, Tesco and Morrisons. This can range from price differences of 1p for Basics Sultanas to Basics Spaghetti tin, where Sainsbury's price was nearly twice that of Asda Smart Price (the weight of the Sainsbury's product is very slightly more and of better quality).
Sainsbury's first lower tier range was called Sainsbury's Economy, which was launched in the 1990s to rival Tesco Value; it was later renamed Sainsbury's Low Price, then Sainsbury's Basics. When Basics was first rolled out, the name of the product and slogan was in a handwritten orange typeface with a simple outline hand drawing of the product. They later used a thin sans serif typeface for the product name, while retaining the handwritten typeface for the slogan. The hand drawn graphic was removed in favour of a coloured simple graphic with considerably more detail. [[File:Stamford Street Co Tissue Box.jpg|thumb|A picture of a box of Stamford Street Co Facial Tissues, demonstrating the branding used]]
[[File:House247tissuebox.jpg|thumb|right|The same Facial Tissues were previously sold under the "House247" brand. The tissue box graphic and typeface for "2 ply" have been reused.]] Sainsbury's phased out the Basics brand in favour of using tertiary brands similar to Tesco.<ref>{{Cite web |url=https://www.thegrocer.co.uk/own-label/sainsburys-drops-own-label-basics-range-as-part-of-new-five-year-plan/597989.article |title=Sainsbury’s drops Basics as part of new five-year plan/ |access-date=29 February 2020 |archive-date=7 November 2019 |archive-url=https://web.archive.org/web/20191107124907/https://www.thegrocer.co.uk/own-label/sainsburys-drops-own-label-basics-range-as-part-of-new-five-year-plan/597989.article |url-status=live }}</ref> *'''Allcrofts Deli Classics''' - pastry products such as [[pies]], [[pasty|pasties]] and [[sausage rolls]]. *'''[[Stamford Street]] Food Company''' - chilled and frozen ready meals, chilled [[pizza]] and [[garlic bread]], dressings such as [[coleslaw]] and [[potato salad]]. Named after the supermarket's former Head Office location in London; *'''Hubbard's Foodstore''' - store cupboard staples such as [[tea bags]], [[jam]], tinned foods, condiments and soft drinks, the name possibly being a reference to [[Old Mother Hubbard]]'s cupboard; *'''Daily's''' - bread and morning goods, cereals; *'''House 247''' - tissue paper products, refuse sacks, cleaning products; *'''Mary Ann's Dairy''' - [[cheese]] and [[yoghurt]]s, named after [[Mary Ann Sainsbury]]; *'''Lovett's Family Favourites''' - [[chocolate]], [[cakes]], desserts and [[biscuits]]; *'''Just Snax''' - [[crisps]], snacks and salted [[Nut (fruit)|nuts]]; *'''J James & Family''' - fresh and frozen meat products, named after [[John James Sainsbury]]; *'''The Greengrocer''' - frozen fruit and vegetables. *'''(Im)Perfectly Tasty''' - fresh fruit and vegetables, usually class II and/or of irregular size, shape or with blemishes that do not affect the eating quality.
In May 2023 Sainsbury's moved all of its value range under the '''Stamford Street Co.''' brand.<ref>{{Cite web |url=https://about.sainsburys.co.uk/news/latest-news/2023/26-05-23-stamford-street |title=Streets ahead: Sainsbury’s moves value brands to Stamford Street |access-date=28 May 2023 |archive-date=26 May 2023 |archive-url=https://web.archive.org/web/20230526092655/https://www.about.sainsburys.co.uk/news/latest-news/2023/26-05-23-stamford-street |url-status=live }}</ref>
===Aldi=== Everyday Essentials is a value brand by [[Aldi]]. It was going to be rolled out in June 2012, however it was put on hold after a source close to Aldi said that it looked dated against Tesco's Everyday Value brand, which at the time was being overhauled.<ref name="aldi">{{cite web|url=http://www.thegrocer.co.uk/companies/supermarkets/tesco/tesco-range-halts-aldi-everyday-development/229859.article#.UXAguKKG2So|title=Tesco range halts Aldi everyday development|publisher=[[The Grocer]]|access-date=18 April 2013|archive-date=17 February 2013|archive-url=https://web.archive.org/web/20130217184617/http://www.thegrocer.co.uk/companies/supermarkets/tesco/tesco-range-halts-aldi-everyday-development/229859.article#.UXAguKKG2So|url-status=live}}</ref>
===Morrisons=== [[Morrisons#Product ranges|Morrisons Savers]], formerly M Savers, is an economy brand which sells items ranging from food and drink to toiletries.<ref>{{Cite web |url=http://www.thegrocer.co.uk/companies/supermarkets/morrisons/morrisons-forges-ahead-despite-trading-blips/230060.article |title=Grocer of the Year: Morrisons forges ahead despite blips |access-date=15 April 2013 |archive-date=14 February 2013 |archive-url=https://web.archive.org/web/20130214073541/http://www.thegrocer.co.uk/companies/supermarkets/morrisons/morrisons-forges-ahead-despite-trading-blips/230060.article |url-status=live }}</ref> This replaced 'Value' which in turn was a replacement for 'Bettabuy' and 'Farmer's Boy'. Morrisons, in some areas, is slowly adjusting its line of budget products from the aggregated "M Savers" brand to more discrete forms. For example, the company has utilised the "Greenside Deli" brand for its dairy products.
===Lidl=== Simply is a brand used by [[Lidl]] in an attempt to compete with Aldi's Everyday Essentials.<ref name="lidl">{{cite web|url=http://www.thegrocer.co.uk/companies/discounters/lidl/lidl-trials-budget-line-under-simply-name/237058.article#.UXAgraKG2So|title=Lidl trials budget line under Simply name|publisher=[[The Grocer]]|access-date=18 April 2013|archive-date=11 May 2013|archive-url=https://web.archive.org/web/20130511031658/http://www.thegrocer.co.uk/companies/discounters/lidl/lidl-trials-budget-line-under-simply-name/237058.article#.UXAgraKG2So|url-status=live}}</ref>
==Premium== These value brands are not value brands as such but are competing with the big five's own-label products, i.e. Asda's "Chosen by You" or Sainsbury's "by Sainsbury's".
===Waitrose===
Departing from earlier practice, [[Waitrose]] rebranded their entry level range of products as [[Waitrose#Product ranges|Essential Waitrose]]. The marketing of ''essential Waitrose'' centres around the tagline "quality you'd expect at prices you wouldn't". 1,600 new and existing products have been rebranded with this name using simple white-based packaging. In keeping with the rebranding across the John Lewis Partnership, these are now branded ''Essential Waitrose & Partners ''.
===Marks and Spencer=== In 2012, [[Marks and Spencer]] issued their value brand, Simply M&S, in response to Waitrose's Essential range.<ref name="simplym&s">{{cite news|url=https://www.theguardian.com/money/2012/may/11/marks-and-spencer-budget-range|title=M&S launches new budget food range|work=[[The Guardian]] | location=London|first=Lisa|last=Bachelor|date=11 May 2012}}</ref>
==Convenience stores== Many of the main [[convenience store]]s have an in-house value brand.
===Heritage Value=== Heritage Value is the value brand of [[Nisa (retailer)|Nisa]].<ref name="heritage">{{cite web|url=http://www.nisalocally.co.uk/Ourbrands|title=Our brands|publisher=Nisa-Today's|access-date=16 April 2013|archive-date=1 April 2013|archive-url=https://web.archive.org/web/20130401051052/http://www.nisalocally.co.uk/Ourbrands|url-status=live}}</ref> As a convenience store, prices tend to be considerably higher; a 29p pack of penne pasta in [[Lidl]]<ref name="lidl"/> will cost you £1.09 in Nisa.<ref name="heritage"/>
===Daily Basics=== Daily Basics is a brand owned by the Irish retail group [[Musgrave Group]], and is an in-house brand which is sold by [[SuperValu (Ireland)|SuperValu]]. As a convenience store, prices tend to be high, with a litre of orange juice costing 89p.<ref name="daily basics">{{cite web|url=http://www.supervalu.co.uk/own-brand/daily-basics-offers.329.html|title=Daily Basics Offers|publisher=[[SuperValu (Ireland)|SuperValu]].co.uk|access-date=29 April 2013}}</ref>
===S Budget=== S Budget is [[SPAR]]'s value brand. It is an international value brand, and thus includes some products that in the UK are considered very unusual in a value brand such as polony chubb (slicing sausage).<ref name="sbudget">{{cite web|url=http://www.spar.co.uk/FoodAndDrink/OurProductRange/SBudget.aspx|title=New S Budget Range|publisher=[[SPAR]] UK|access-date=16 April 2013|archive-date=10 May 2013|archive-url=https://web.archive.org/web/20130510063626/http://www.spar.co.uk/FoodAndDrink/OurProductRange/SBudget.aspx|url-status=live}}</ref>
===Honest Value===
Honest Value is the Co-operative value brand which launched on 4 November 2020. It replaced the ''Simply Value'' brand first used by [[Somerfield]] and which was retained after Somerfield's acquisition but which was discontinued after 2016. (Simply Value had replaced the Co-operative's ''everyday'' brand).
==Wholesalers== It is not uncommon for wholesalers to have their own value brand to help independents compete on price.
===Euroshopper=== [[Booker Group|Booker]] (owned by Tesco) owns value brand [[Happy Shopper]] but also sells [[Euroshopper]] products, which are produced by [[AMS Sourcing B.V.]] They are also sold in their symbol group stores [[Premier Stores]], [[Londis (United Kingdom)|Londis]] and [[Budgens]].<ref name="premier">{{cite web|url=http://www.premier-stores.co.uk/brand/euroshopper/|title=Our Brands > Euro Shopper|publisher=[[Premier Stores]]|access-date=25 October 2016|archive-url=https://web.archive.org/web/20161026162544/http://www.premier-stores.co.uk/brand/euroshopper/|archive-date=26 October 2016|url-status=dead}}</ref>
===Best One Essentials=== Best-In Essentials, known previously as Best-In Economy<ref name="economy">{{cite web|url=http://www.bestway.co.uk/bestinessentials/|title=Best-In Essentials|publisher=[[Bestway]].co.uk|access-date=16 April 2013|archive-date=28 April 2013|archive-url=https://web.archive.org/web/20130428175339/http://www.bestway.co.uk/bestinessentials/|url-status=live}}</ref> is the value brand of [[Bestway]]. Best In have recently overhauled their entire range. The Best In range was relaunched as Best One, with the value brand being relabelled Best One Essentials. As these items were sold in franchised Best One stores, it was argued that consumers would expect to carry the same label as the store.
===Lifestyle Value=== In 2018, following a merger between the Today's Group with its principal competitor, Landmark Wholesale, the Today's label was rescinded. The newly formed company was named Unitas Wholesale and elected to keep the popular Lifestyle brand, with its economy range of Lifestyle Value. In 2024, Unitas Wholesale began the process of rebranding it Lifestyle brand to 'Local Living'.
==Others== ===Everyday=== In response to the [[United Kingdom cost of living crisis]], [[Boots (company)|Boots]] announced it was introducing a sixty-item "Everyday" range, with everything £1.50 or less.<ref name="boots">{{cite web|url=https://www.theguardian.com/business/2022/sep/07/boots-launches-budget-range-as-uk-shoppers-cut-back-in-cost-of-living-crisis|title=Boots launches budget range as UK shoppers cut back in cost of living crisis|work=[[The Guardian]]|date=6 September 2022 |access-date=9 September 2022}}</ref>
==See also== * [[Private label]]
==References== {{reflist|30em}}
[[Category:British brands|*]] [[Category:Store brands]] [[Category:Asda]] [[Category:Tesco]] [[Category:Sainsbury's]]