Giants’ ‘copycat’ foods sent packing

 In Australia, Coles, NewZealand, Woolworths

FOOD manufacturers are negotiating with the federal government to make it illegal for Coles and Woolworths to mimic the packaging of branded products for their private-label lines.

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As the two dominant supermarket chains ramp up their in-house brands, the Australian Food and Grocery Council is increasingly alarmed by so-called copycat tactics – particularly when private-label products are 20 per cent to 30 per cent cheaper than the branded version.

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The council maintains it is a deliberate ploy to dupe shoppers. ”The private-label approach is to, wherever possible, try and make the packaging look as similar as possible, including the actual shape and size of the packet,” the council’s chief executive, Kate Carnell, said.

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”They’re trying to confuse the customer or lull them into the view the product is fundamentally the same.”

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Examples abound, including the Coles Bran Flakes with Sultanas which comes in a purple box, just like Kellogg’s Sultana Bran. Sydney Morning Herald – Read more…
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