The ‘phantom brands’ hiding in plain sight in the supermarket aisle

Ever filled your trolley with a premium-looking grocery items, not realising they are made by the supermarket themselves?

These are called “phantom” or “in-house” brands, and unlike supermarket home brands, they don’t carry the name of the retailer on the packaging, as we see with Coles Simply and Woolworths Essentials.

Why do supermarkets carry phantom brands and home brands? In short, to increase their profit margins.

And because these are typically more affordable than national brands, it’s a win-win for supermarkets and Aussie shoppers.

The more phantom brands and home brands supermarkets sell, the more they make because they are producing these ranges themselves, in-house.

To check if a supermarket brand is a phantom brand, simply turn the package over to see where it was made, packed, or distributed from.

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This will look something like: “Packed for Coles Supermarkets”, “Coles Supermarkets Australia Pty Ltd” or “Produced for Woolworths”, or list their supply arm, “GreenTree” or “Progressive Enterprises”

Let’s take a look some of the major supermarket “phantom brands” at Coles and Woolworths, many of which will already be in your freezer, fridge and pantry.

Phantom brands by supermarket

Coles

Wild Tides

This is Coles’ tinned seafood range, and it includes tuna and salmon.

It is packaged to look like an independent, premium seafood brand rather than a generic supermarket product, and directly competes with the store’s home brands Coles and Coles Simply, as well as national brands like Sirena, John West and Green Seas.

Chef’s Kitchen

This is an in-house private label used by Coles for baking and dessert mixes, such as French-style crepe mixes, styled to look like an independent culinary brand rather than a generic store line.

It competes with Betty Crocker, Greens, and White Wings, as well as Coles home brands.

Urban Coffee Culture

This phantom brand of coffee does, in fact, include the word Coles on the front of the pack, but it isn’t obviously a Coles product.

It is sold as ground coffee and beans and competes with Vittoria, Lavazza, and other popular coffee brands.

Drovers Choice

This buy can be found in Coles’ fresh meat section and includes beef mince, steaks and stir fries.

Other phantom brands available at Coles include Ultra Life health products and Woofin’ Good pet foods.

“Coles’ exclusive brands are designed to give customers more choice, quality and value across the store, from everyday essentials through to more premium and lifestyle-led products,” the supermarket’s Head of Product Development and Innovation, Elaine Brooks, told nine.com.au.

“We work closely with our product developers, chefs, nutritionists, technologists, Australian farmers and suppliers to develop products that deliver on flavour, consistency and value.

“Our focus is on listening to customers and continuing to innovate across our exclusive brand range, so we can offer products that are trusted, accessible and relevant to the way Australians shop today.”

Woolworths

Thomas Dux

This is an exclusive brand focusing on specialty fine foods, including artisan cheeses, salami, dips and antipasto, perfect for grazing platters and entertaining.

La Gina

This range of Italian-inspired products includes pastas, ready-made sauces, oils, and antipasti items.

La Mesita

In this line, you’ll find Mexican-focused meal solutions, including taco kits, tortillas, seasonings, and salsas.

This competes with popular Mexican meal kits including Woolworths’ home brand and Old El Paso.

Other popular Woolworths phantom brands include Lantern Alley, their Asian pantry staples range, Little One’s baby products, and Voeu skincare.

“We know our customers are looking for ways to make their weekly shop go further without compromising on quality,” a Woolworths spokesperson told nine.com.au.

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“Our exclusive and own-brand ranges are designed with this in mind.

“We’re proud of the breadth of our portfolio, which spans from everyday pantry staples and award-winning Little One’s baby care, to premium entertaining options. 

“We’re constantly working to deliver exceptional quality and genuine value across the store, ensuring families can find products to suit every budget.”