The practice of a retailer putting its own name on a product as opposed to that of the producer; for example, ‘Statt’s Baked Beans’ as opposed to ‘Heinz Baked Beans’. It has been standard practice for a number of years for most leading retailers to buy in generic products like food or clothing from the same group of suppliers – often in cheaper labour markets – and then to put their own label on them. This tendency appears to be growing, at the expense of the well-known brands.