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.
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.
More top news
Specially-trained prison security teams have been sent to HMP Hewell near Redditch, after trouble broke out on one of the prison's wings.
Household names are among 40 women to sign open letter to BBC Director General saying he must "act now" to end pay discrimination.
"We've never actually spoken so publicly about her," the Duke of Cambridge said. "But we felt that this was the right time to do it."