Supermarket premium own labels criticised

Supermarket premium own-label food ranges have been accused of putting price over real quality.


The chairman of the Guild for Fine Food, Bob Farrand, told the Grocer Magazine that supermarkets are “putting a gloss on mediocrity.”

“In reality, almost all their foods, including super-premium ranges like Finest and Taste the Difference, are designed to hit a price point, not a quality standard,” he says

Farrand championed food brands that are independently judged to be premium over the claims of supermarket top-tier own-label products and urged consumers to do the same.

“There’s only one way to ensure your food is the ‘finest,’ that you’re buying something ‘extra special’ and will ‘taste the difference’ – and that is to buy foods that have been subjected to independent scrutiny,” he said.

In the last year, more consumers have turned to supermarket own brands as a cheaper alternative to brands.

Figures released by this week showed three quarters of shoppers are choosing own brands over branded products.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here