To be honest, I usually buy supermarket's own brands rather than the well-known brands. I usually go to Aldi and most of their own brand stuff is very good. As others have said, the Nordpak alternative to Lurpak is just as good, if not better, and a fraction of the price. My husband prefers their Choco Break biscuits to KitKats, and my grandson loves their cereals. I'm trying to think if there's any product where I would have to have the 'brand name' and the only one I can think of is Marmite, but that's only because I buy the big tubs from Costco, which work out cheaper anyway.