Storebrand ASA

A private label, also called a private brand or private-label brand, is a brand owned by a company that directly sells the product, but outsources the manufacturing to a third party. That is, one company makes a product for another company which then offers the product under its brand name. Among the best-known private-label brands are store brands, brands owned by and sold exclusively at a particular retailer, such as a supermarket or grocery store chain. Examples are Simple Truth by Kroger and Great Value by Walmart. Store brands compete with national brands. Manufacturers of private-label goods are usually anonymous, sometimes by contract. In other cases, they are allowed to mention their role publicly.