Spot the difference: Big brands or supermarket equivalent?

Following an investigation of more than 150 own-brand products, we reveal that a fifth of Which? members have accidentally bought a supermarket version of a product thinking it was a well-known brand. Of those Which? members who bought an own-label product by mistake, 38% said they were annoyed by this and 30% felt misled.

A Which? spokesperson said:

“Own-brand products can provide good value and several have topped our tests to become Best Buys. Retailers should make sure that people are under no illusions about what they are buying and not leave so many consumers feeling that they have been misled.”

Notes to editors:

To view the magazine article on copycat packaging visit our downloads section.

Press Release: Consumer