Brand news

Denise reveals why more shoppers are swapping to the supermarkets' own

- SARA WALLIS

COULD you spot Heinz Ketchup in a blind taste test alongside own-brands? Would you know if your cola was made by Lidl? Are you absolutely sure? We can all be snobs for branded products but it seems there could be little or no difference - except for the cost.

In Secrets of the Supermarket Own-Brands, on Channel 4 on Monday, Denise van Outen reveals that big brand companies are manufacturing supermarket own-brand products.

So Asda's Wheat Bisks are made in the same factory as Weetabix but are less than half the price, supermarket butters are churned in the same dairy as pricy Anchor and Yeo Valley, while Wagon Wheels and Jammie Dodgers are on conveyor belts next to Aldi's Cart Wheels and Jammy Wheels.

The ingredients may vary slightly but the know-how, the experience and the standards remain the same.

Consumer journalist Harry Wallop said: "In some cases, the products are remarkably similar and, frankly, it's just the packaging that's different.