Consumers 'misled' by brands

Retailers are misleading too many consumers into buying own-brand products by mimicking the packaging of well-known equivalents, according to the consumer campaigners Which?.

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Retailers are 'free-riding on brands' reputations'

Our research shows that consumers are more likely to buy own-label products if they look like brands.

Brands survive by being distinctive and standing out, and retailers are free-riding on brands' reputations.

Currently in the UK there is little to stop a competitor packaging its product to look like a familiar brand, whether or not the product's performance is in any way similar.

That can't be good if we want a market in which shoppers can make informed decisions at speed.

– British Brands Group director John Noble

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