Own brand products are a meaningful source of revenue and profit. The arrival of a new competitor prompted action. To minimise the risk of competitive price attack on the company’s house brand, a multiple brand strategy was pursued in the belief that if price competition was to inflict damage it may be limited to a single category of products rather than the entire range of products.

As a result, each individual product became part of a collection of products and each category had its own name and individualised expression of identity housed in a common format. All category names were then linked to a central theme of ‘Quality and Value’ which allowed group or individual products to be promoted under a single or collective proposition.