HOME brands are losing their stigma as the stingy option, with fresh produce becoming the new aisle of gold for supermarkets.
Woolworths this week launched a trial run of Select brand Sweet Crunch lettuce - a cross between a cos and an iceberg - in Victoria and WA, The Daily Telegraph reports.
It follows Woolworths' successful Sweet Solanato tomato option driven by the "snacking tomato" trend.
While Coles has no home brand fruit and veg, it works with strawberry, mushroom and potato growers to create exclusive fresh produce lines.
A new survey reveals 69 per cent of consumers compare private labels to branded goods, 60 per cent believe supermarkets offer similar quality, 94 per cent claim to buy home brands and half are regular private label users.
Where baked beans and bread once dominated, home brands are now found in products from alcohol to diet dinners, sunscreen, biscuits, French champagne and smoked salmon.
The trend has come from necessity rather than choice, said Sarah Connelly, of Product of the Year which surveyed 11,600 Australians for its annual award announced next Friday. "People are constantly searching for value," she said. "This, coupled with an increase in the range and quality of private label products available in supermarkets, has led many consumers to make the shift to home brands."
Read more at The Daily Telegraph.