Value brands in the United Kingdom

In the United Kingdom, it is common practice for retailers to have their own value brand in an effort to compete on price.

These brands have become more popular in the UK with shoppers since the Great Recession caused food prices to rise.

The Farm Stores brand originally consisted of a small number of food only products, largely frozen such as frozen chips and a small range of ready meals: this range later expanded to include fresh food.

Like early generic products in the US, some Smartprice products originally lacked what can be thought of as 'frills' in the modern brand name or supermarket own brand; for example, the Smartprice toothpaste had an old fashioned screw cap rather than the now more common flip cap, and the Smartprice range of crisps came in traditional clear plastic bags rather than the foil bags common to most name brand versions.

It was revised[5] in 2012 to match the branding of Walmart's Great Value line at the time,[6] but a further redesign in 2014 and 2017, removed the similarity in visual style.

Sainsbury's Basics was an economy range of around 550 lines,[7] mainly food but also including other areas such as toiletries and stationery.

It was going to be rolled out in June 2012, however it was put on hold after a source close to Aldi said that it looked dated against Tesco's Everyday Value brand, which at the time was being overhauled.

Morrisons, in some areas, is slowly adjusting its line of budget products from the aggregated "M Savers" brand to more discrete forms.

The marketing of essential Waitrose centres around the tagline "quality you'd expect at prices you wouldn't".

In keeping with the rebranding across the John Lewis Partnership, these are now branded Essential Waitrose & Partners .

In 2012, Marks and Spencer issued their value brand, Simply M&S, in response to Waitrose's Essential range.

[14] As a convenience store, prices tend to be considerably higher; a 29p pack of penne pasta in Lidl[12] will cost you £1.09 in Nisa.

In response to the United Kingdom cost of living crisis, Boots announced it was introducing a sixty-item "Everyday" range, with everything £1.50 or less.