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Love them or loathe them, private label products are taking over supermarket shelves

  • Written by Gary Mortimer, Associate Professor in Marketing and International Business, Queensland University of Technology
Love them or loathe them, private label products are taking over supermarket shelvesSupermarkets are stocking more of their own brands even as they shrink stores. Shutterstock

Coles is aiming to have private label products make up 40% of its product range over the next five years. This increase will apply across multiple tiers of products, with a focus on quality, innovation and new strategic global relationships.

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