Fighting brands

With household budgets increasingly under pressure, cheaper options are under constant review. There is a case to be made for arguing that the fixed costs of running a canning line or a filling line is much the same regardless of the price of the finished product. But the variations that can arise from the quality of the ingredients remain significant.

Sometime referred to as “fighting brands”, cheap canned goods with obscure branding are planned into quiet moments of the production schedule, taking up the slack towards the end of a tomato season, for instance. Recognisable from their lightweight tinplate-lined cans, the fighting brands are very unlikely to be fitted with ring pulls.

Branded goods are judged on the quality of the finished product, for which we expect to pay more. Fighting brands will find ways of extending the product, which represents a greater share of the final price. 

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