When I was a kid my mother used to buy the cheapest private label cornflakes she could find and serve them up as the real ‘Kellogg’ thing by putting them in nondescript plastic cereal containers. Even as a kid I knew I was being served an inferior product – and if I had any doubt, breaking a tooth on the gritty, overcooked grain confirmed the switch. I swore when I grew up that I would never betray my favourite brands for a few cents, my family would never eat inferior brands.
It’s a promise I kept for many years. Then the GFC hit and I fell under the spell of the private label. Guess what, no gritty bits. In fact acceptable quality and lower cost – the perfect partners. Very quickly saving money became a weekly goal and its achievement delivered huge satisfaction in its own right.
It seems I was not alone.
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