In food retailing in the UK, retailer
brands (what others term own-label or private label) have become
dominant. Product supply is thus even more within the retailers’
control, and advertising and promotion are constantly reinforcing the
corporate brand. The retailer has become the brand and is trusted by
the consumer. This has allowed brand extension into services and
brand disaggregation in the core food business (see Table 2.3). Most UK
food retailers now have a structured branding approach targeting
specific consumer segments. Consistency, reliability and quality of
supply are thus critical.