Supermarkets’ Sneaky Strategy to Disguise Home Brands
Australian supermarkets like Coles and Woolworths are quietly rebranding their home brand products, making it harder for shoppers to recognize who truly owns the goods they’re buying.
These “phantom brands” are designed to look like independent labels, but they’re actually produced under contract for the big retailers.
Retail expert Gary Mortimer from Queensland University of Technology explains that these phantom brands are a strategic response to consumer perceptions. Traditionally, supermarket home brands were seen as lower quality, leading retailers to create these middle-ground options.

The arrival of Aldi, which exclusively sells phantom brands like “Belmont” ice cream and “Radiance” cleaning products, has pushed other supermarkets to follow suit.
Woolworths started this trend in 2016, with Coles launching their own phantom brands, such as “Wild Tides” tuna, in 2020.
These brands offer low prices while maintaining an appearance of higher quality, appealing to consumers who might shy away from traditional home brands. Despite the changes, major brands like Coke and Arnott’s will still remain on the shelves, providing a balance between recognized names and these new stealthy alternatives.
Source 9news