During the 1990s private brands have evolved from a mechanism allowing
retailers to compete solely on price, through sales of low priced and low
quality products under a single trade name, into an integral part of complex
branding strategies. As unique products, generally only available in the
retailers own stores, the management and development of these product
ranges have become central to retail grocery strategies. Over time retailers
have come to understand the importance of branding at all levels and have
begun to leverage the "added value" in their operations