no name: Simple Check

As one of the original private label brands, no name – made by grocery retailer Loblaw – had a proud heritage but was now facing intense competition and perceptions of low quality.

Market background and context

The original “anti-brand” brand
  • no name is a line of generic grocery and household products sold by Loblaw, Canada’s largest food retailer.
  • Launched in 1978, it is one of Canada’s original private label brands – and also the original “anti-brand”.

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