Consider your typical homebrand supermarket dog food. They don’t look appealing do they?


Homebrands are typically very cheap to buy. The reason they’re cheap to buy is they’re even cheaper to make.

Consumer awareness has grown, which has seen a shift away from homebrands in favour of more commercial brands like Purina and Eukanuba. This isn’t acceptable for the supermarkets, they want your money.

They’ve found the answer, and the answer is phantom brands.

A phantom brand is a homebrand made to look better than it is. The quality of the product remains the same, but the packaging is glammed up to make it look nicer than it is. References to the supermarket itself have been removed other than small print on the back which will say “Produced or packed by [supermarket]”. The average consumer will no longer be able to differentiate between homebrands and other brands, and many will be sucked in by the attractive price tag.

Two recent phantom brands have hit the shelves of Woolworths – Baxters and Apollo. Neither are any good, in fact they’re terrible. ALDI have their own disaster in the name of Julius Gold.