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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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Survey: Consumers misled by retailers on packaging

Too many consumers are being misled by retailers into buying own-brand products because the packaging mimics well-known equivalents, consumer campaigners have said.

A fifth of Which? members said they had accidentally bought a supermarket version of a favourite brand at least once.

Kellogg's Coco Pops and an own brand version Credit: Which?/PA wire

The consumer group found that more than 150 own-label products that it considered to have "borrowed" elements from the packaging of branded competitors.

These included Kellogg's Coco Pops, McVitie's Digestives, Simple cleanser and wipes, Jacob's Cream Crackers and Radox bath gel.

Jacob's Cream Crackers and an own brand version Credit: Which?/PA wire

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