Retail store brands

From European stores I see confectionery brands such as Fin Carré chocolate from Lidl and Moser Roth from Aldi. British supermarkets have also taken to developing their own exclusive brands but sometimes I wonder quite what they were intending. For instance, with clothing, Asda has a George line that reminds me of the pink hippopotamus from Rainbow (1972), hardly a fashion icon, and Tesco has a F&F line that reminds me of fire and forget missiles such as the Sidewinder, I suspect neither of which is remotely in the region of what the marketing consultants were aiming for.