Aussies Love Our Cheese
In 2016 following an extensive piece of consumer research, Woolworths Australia, the Supermarket giant, introduced its own range of privately branded products without the Woolworths logo. The products included everything from cat and dog food to Christmas puddings, milk and cheese.
The range was developed after insights from consumers showed that while they believed Woolworths Australia delivered quality and value, some consumers still preferred not to have the retailer's brand on the products they bought as home brands carry a stigma of being cheap and nasty.
Woolworths developed phantom brands with no connection to Woolworths branding. This provided customers with a product that looked like a national brand but was much cheaper.