What is a Private Label Product?

Private Label Products

For many small businesses and retailers, the private label branding strategy is proving to be a key element for success.

What is a Private Label Product?

So what exactly are these customized, cost-effective products all about? Let’s dive into the ins and outs of private labeling—the process where goods are manufactured by one company but sold under another company’s brand name.

From understanding the basic concept to exploring successful examples of private-label brands, our comprehensive guide will provide you with everything you need to know.

Understanding Private Label Products

Private label products are outsourced products that are manufactured by one company, but sold under the branding of another; this strategic move offers retailers control over their product offerings and a chance to customize it to fit their specific needs.

Definition And Concept Of Private Label Products

Private label products, often referred to as store brands or own-brand products, are items manufactured by one company and sold under another company’s brand name. For food manufacturers, this means producing a variety of goods that cater to the specific needs and preferences of retailers who market them as their unique offering.

The concept has gained significant traction in recent years as more retailers recognize the potential for higher profit margins with private label goods. A prime example is Trader Joe’s – an American grocery chain boasting a wide selection of their exclusive private label foods which account for around 80% of their overall inventory.

Advantages Of Private Labeling

If you’re a food brand considering using a reliable private label manufacturer, there are several advantages to take into account. Here are some benefits of private labeling to keep in mind:

  1. Cost-effectiveness: Private label or store brand products are often cheaper than their national brand counterparts due to reduced marketing and advertising costs. 
  2. Control over branding and marketing: As the retailer, you have complete control over branding and marketing your private label products, allowing for more flexibility in product development and customization.
  3. Increased profit margins: Retailers typically earn higher profit margins from private label products since they spend less on manufacturing costs compared to national brands.
  4. Differentiation from competitors: With customized packaging and unique branding, private label products can stand out from other competitors’ offerings on the shelf.
  5. Fostering customer loyalty: By offering high-quality private label products at competitive prices, retailers can build customer loyalty and trust in their brand.
  6. Lower risk: Since retailers have more control over the product’s development and marketing, there is less risk involved with private label products compared to developing a new product from scratch.

Overall, private labeling can be an effective way for food manufacturers to differentiate themselves from competition while increasing profits and building customer loyalty.

Differences Between Private Labeling And White Labeling

Although both private labeling and white labeling involve selling products under a different brand name, there are some key differences between the two concepts. Understanding these differences can help food manufacturers decide which approach is best for their business.

Private Labeling White Labeling
Products are manufactured specifically for the retailer, allowing for customization and exclusive branding. Products are pre-existing and generic, with retailers only adding their branding to an already developed product.
Greater control over product development, allowing for innovations and meeting specific customer needs. Less control over product development, as the product is already designed and created by the manufacturer.
Typically used for physical goods, but can also be applied to digital and software products. Most commonly used for digital and software products, but can also be applied to physical goods.
Potentially higher profit margins as a result of customization and exclusivity. Lower profit margins due to less differentiation from other retailers selling the same white-labeled product.
Requires more involvement in the product development process, which may require more time and resources. Requires less involvement in product development, allowing for quicker market entry and lower initial investment.

In summary, private labeling provides more opportunities for customization and control, while white labeling offers a faster and less resource-intensive alternative. Food manufacturers should consider their specific needs and goals when choosing between these two methods of product branding.

Benefits Of Private Label Products

Private label products offer several benefits, including control over branding and marketing, flexibility in product development and customization, cost-effectiveness, and increased profit margins.

Control Over Branding And Marketing

Private label products offer retailers a significant advantage in controlling and managing their branding and marketing strategies. Retailers can create unique brand identity and recognition, differentiate themselves from competitors, and establish customer loyalty by leveraging private label products.

They have the flexibility to customize product packaging or labeling, ensuring that the product looks consistent with existing branding efforts. Moreover, with a private label business, retailers have full control over their marketing campaigns without dependency on manufacturers who produce national brands.

As a result, they can develop effective promotional strategies that align with their brand values and objectives while meeting customer needs at an affordable price point.

Flexibility In Product Development And Customization

Private label products offer a lot of flexibility in terms of product development and customization. Retailers have the ability to work closely with manufacturers or suppliers to create products that meet their specific needs and specifications.

With private labeling, companies can also tailor their product offerings based on market trends and consumer demand.

Overall, the flexibility offered by private labeling enables retailers to create unique branding strategies while controlling costs without sacrificing quality or performance – a win-win situation for both producers and consumers alike.


private label manufacturers are often more cost-effective than national brand products. This is because private label brands usually spend less on manufacturing and packaging, which allows them to sell their products at a lower price point.

For example, Trader Joe’s line offers high-quality food products at affordable prices as part of its private label offerings. By creating their own product lines, retailers can control costs while still offering quality products to consumers.

Increased Profit Margins

Private label products offer increased profit margins for retailers as they can be produced at a lower cost compared to national brand products. Retailers have more control over the manufacturing process, allowing them to negotiate better prices with their manufacturers or suppliers.

Private labeling is an effective strategy for food manufacturers looking to expand their product line without investing in expensive marketing campaigns or developing new recipes from scratch.

How To Create And Sell Private Label Products

Learn the step-by-step process of creating and selling private label products, from finding a manufacturer or supplier to branding and marketing your product for success.

Steps To Creating A Private Label Product

Creating a private label product can be a great way for food manufacturers to build their brand and increase profits. Here are the steps to creating a successful private label product:

  1. Determine your target market: Before creating your private label product, you need to know who you’re selling it to. Research your target audience – their preferences, needs, and buying habits.
  2. Choose your product: Decide what product you want to offer as part of your private label line. Consider what’s popular in the industry and what could set you apart from competitors.
  3. Find a manufacturer or supplier: Once you’ve decided on a product, you need to find a reliable manufacturer or supplier who can produce it according to your specifications.
  4. Develop the branding and packaging: Create compelling branding that differentiates your private label offering from competing products while still fitting in with industry standards. Make sure the packaging not only looks good but also accurately represents the quality of the product inside.
  5. Test the product: Before launching your private label product, make sure to test it thoroughly for quality assurance and compliance with regulations.
  6. Set pricing and profits: Determine how much you’ll charge for each unit sold, taking into account production costs and desired profit margins.
  7. Market and sell the product: Spread awareness about your new private label offering through online marketing tactics such as social media advertising and email campaigns targeting potential customers of both yours and other brands’ products.

By following these steps, food brands can create a successful private label line that appeals directly to their target demographic while increasing profits at the same time by taking advantage of lower manufacturing costs associated with outsourcing production to private label producers under their own brand name.

Finding A Manufacturer Or Supplier

To create your own private label product, you will need to find a manufacturer or supplier who can produce the product according to your specifications.

One option is to search for manufacturers online through directories such as Alibaba or ThomasNet. You can read reviews and compare prices from different suppliers before making a decision.

It’s important to choose a reliable and experienced manufacturer who has experience producing similar products. Don’t be afraid to ask for samples, references, and certifications before committing to a supplier.

Branding And Packaging

Branding and packaging are crucial elements of private label products. When creating a private label product, it’s essential to have a strong brand identity to differentiate your product from competitors.

This includes defining your target audience, messaging, visual identity, and product positioning in the market. Packaging is equally important as it plays a significant role in attracting potential customers and making your product stand out on shelves or online platforms.

It should also convey relevant information about the product, including features, benefits, nutritional information (for food products), and instructions for use (if applicable).

In conclusion, branding and packaging play an essential role in creating successful private label products.

Marketing And Selling The Product

Once you have created your private label product and found a manufacturer or supplier, it’s time to start marketing and selling your product. This can be done through a variety of channels such as brick-and-mortar stores, e-commerce websites, social media platforms, and more.

One effective way to market private brands is by partnering with influencers or bloggers who can promote your product on their social media accounts or blogs. Additionally, offering discounts for first-time customers or running seasonal promotions can help boost sales and attract new customers.

Examples Of Successful Private Label Brands

Amazon Basics, Kirkland Signature by Costco, Trader Joe’s private label products, and Whole Foods’ 365 Everyday Value are all successful examples of private label brands.

Amazon Basics

One of the most successful private label brands out there is Amazon Basics. With products ranging from electronics to household items and even office supplies, Amazon Basics has become a staple for customers who want affordable yet reliable options.

Their strategy focuses on providing simple and functional designs that prioritize quality over flashy branding. In fact, their packaging is intentionally minimalistic in order to reduce costs while maintaining consistent branding across all their products.

Thanks to this approach, Amazon Basics has become a go-to choice for budget-conscious consumers who still want good value for their money.

Kirkland Signature

One example of a successful private label brand is Kirkland Signature, which is sold exclusively at Costco. Kirkland Signature offers high-quality products ranging from food items to household goods and electronics.

The brand has become well-known for delivering great value and quality, often surpassing that of national brands. For instance, their organic maple syrup was ranked as the best by Consumer Reports in 2019.

Trader Joe’s Private Label Products

Trader Joe’s private label products are a prime example of successful private labeling in the food industry. The grocery chain offers a wide range of unique and high-quality products under its own brand name.

One reason for the success of Trader Joe’s private label products is their focus on quality and taste. They have built a reputation for offering gourmet-style foods at affordable prices, making them a popular destination among foodies and budget-conscious shoppers alike.

Overall, Trader Joe’s is an excellent example of how private labeling can help businesses stand out in crowded markets.

Whole Foods’ 365 Everyday Value

One example of a successful private label brand is Whole Foods’ 365 Everyday Value. The brand offers customers high-quality products at an affordable price point without compromising on taste or nutrition.

What sets the 365 Everyday Value line apart is its emphasis on organic and natural ingredients, which appeals to health-conscious consumers looking for healthier options.

With more people becoming aware of the benefits of organic foods, selling private label brands like 365 Everyday Value can be a smart business strategy for food manufacturers looking to tap into this growing market.


In conclusion, private labels are an effective way for retailers to offer unique and affordable products to their customers. With the ability to customize and control branding and marketing, retailers can differentiate themselves from competitors and increase profit margins.

Whether it’s physical goods or software products, private labeling is a strategy that has been around for a long time and continues to prove successful in today’s market.

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