Own brand, or own label, is a product sold under a retailer’s name rather than a manufacturer’s brand, the familiar “store brand” ranges of supermarket chains. Retailers commission manufacturers, often the same companies behind national brands, to produce to their specification, then sell at lower prices with higher margins, using the range to build store loyalty. The tiers typically run from value or essentials lines competing purely on price, through standard ranges matching brand quality, to premium tiers rivalling specialist producers. Quality has risen markedly: blind tastings now frequently favour own-brand products. For shoppers, own brand offers savings and, in consolidated categories, genuine choice; for brand manufacturers, it is both a contract opportunity and a competitive threat that disciplines pricing across the shelf.