It's a trend that is occuring across the market place. A good example is Premier Foods, the company owns OXO, Bisto, Paxo, Super Noodles, Lloyd Grossman, Sharwoods, Hovis, Hartleys along with a few others and produce lower margin own branded goods for Supermarkets. They have seen their market share plummet recently due to 'brand loyalty' becoming an almost redundant concept.
It's all becoming about the bottom line, what can I get for my money. And as such they are now almost 1 Billion pounds in the red.