If you still see the world of 'private label' as the poor relation in FMCG, you're out of touch, behind the times and frankly - just plain wrong

And if you've never considered it seriously, then you really owe to yourself to make the effort.

It can be a strategic shift with massive upsides.

Stability and long-term perspective with multi-year retailer relationships that drive long-term volume, partnership and move the conversation away from the annual 'haggle' over JBP trade spend.

Real influence as your commercial strategy impacts manufacturing investment, which impacts the scalability and market position of your business. 

Holistic control and end-to-end depth of vision across pricing, supply chain, manufacturing and Cap-ex investment that few in a branded environment really get.

You will earn a fat stack of cash if you get good at it. (crass I know, but don't pretend like you weren't wondering... 😉)

There are real risks though, that you MUST consider!

There is less sparkle and marketing 'fluff' (if I offended you with the word fluff, trust me, this isn't for you! 😝)

Leaner teams: You will be stretched - be prepared for stress and a big learning curve - how you deal with that is up to you though - 🚬 🤷‍♂️ 🏃 

You run the risk of getting pigeonholed - people may assume you’re now “that commodity bod”

So, who thrives in private label?

✔️ Commercial talent frustrated by being second to the brand team

 ✔️ Big-picture thinkers who want end-to-end visibility and control

 ✔️ Relationship-first operators who believe that retailer relationships ≠ brand in 2025

Richard Benningsen - Click Me!