We all know the big players in the Fast Moving Consumer Goods (FMCG) market; Heinz, Mars, Coca Cola and Ariel but reports show that customers may be moving away from the FMCG giants in favour of supermarket ‘own brands’. As the economic situation still looms over the UK, the term ‘store brand’ is rapidly losing its stigma and customers are seeing that just because it’s branded, doesn’t make it better.