Nearly half of French shoppers choose supermarket own-brand products

Supermarket own-brand products are often cheaper than national brands, partly because shops can use simpler packaging and spend less on promotion.

Some are made in the same factories as well-known brands, and recipes can be similar.

But comparisons show that ingredients differ: one own-brand cake had less strawberry, while own-brand lasagne had more meat.

So a lower price does not always mean the same recipe or quality.