![cover image](https://wikiwandv2-19431.kxcdn.com/_next/image?url=https://upload.wikimedia.org/wikipedia/commons/thumb/a/a6/Bayer_Aspirin_and_store-brand_generic_on_Canadian_drugstore_shelf.jpg/640px-Bayer_Aspirin_and_store-brand_generic_on_Canadian_drugstore_shelf.jpg&w=640&q=50)
Private label
Brand made by one firm, offered by another / From Wikipedia, the free encyclopedia
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses.[1][2] A private-label brand is almost always offered exclusively by the firm that owns it, although in rare instances the brand is licensed to another company.[3] The term often describes products, but can also encompass services.
![Thumb image](http://upload.wikimedia.org/wikipedia/commons/thumb/a/a6/Bayer_Aspirin_and_store-brand_generic_on_Canadian_drugstore_shelf.jpg/640px-Bayer_Aspirin_and_store-brand_generic_on_Canadian_drugstore_shelf.jpg)
The private-label process contains a company that manufactures products, while another company brands and sells those products. In this field of food and beverage, private labeling enables brand-holders to create personalized products for their target markets.[4]
The most common definition of a private label product is one that is outsourced, in which a firm is contracted to make a product under another name.[5][6][7] However, it can also define products made in retailer-owned firms.[8][9] For example, in 2018, The Kroger Company had 60% of its private brands produced by third parties; the remaining 40% was manufactured internally by plants owned by Kroger.[10] Private-label producers are usually anonymous, sometimes by contract. In other cases, they are allowed to mention their role publicly.[11][12]