Grocery brands have a big problem with packaging. Many own-label brands mimic the packaging style of brand leaders and while most shoppers manage to distinguish one from the other, a small but significant proportion don't. Accidental 'copycat' purchases account for one in five own-label buys in the UK, according to data from consumer watchdog Which? And that, said Dr Tim Holmes, a neuroscientist working at Acuity Intelligence, amounts to £1 billion in sales every year - or £4 billion in lost brand revenue.
Discount store Aldi has been explicit in using these tactics, with its advertising slogan even going so...