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.
More top news
The wintry theme continues.
Violent clashes between police and protesters erupted in Athens ahead of a farmers protest against pension cuts.
A coroner has ruled a "series of failures" contributed to the death of a newborn.