own brand

plural own brands

1. UKA brand name that is associated with or owned by a place of business (often a supermarket, or other chain) that sells products under that name, usually for less money than other brands; in many cases the manufacturing is done by other companies, who apply the label (branding) of this factor.

   Near-synonym: off brand

   2 more examples

   Supermarkets are fighting national brands with own brand products.

   He stared at his mother across the kitchen while she put a box of own-brand cornflakes into the press.

   2018, Sally Rooney, “Two Days Later (April 2011)”, in Normal People

   Synonyms: own label, house brand, store brand, private label, private brand, white label, off brand