Do Wall's Ice Cream make private label?

[Marcellus]

Just had a very disappointing "Vienetta" or to be precise "Feuillete" and got discussing whether Wall's do or don't make private label stuff!!

So who better to ask than the PH massive?

Does anyone know?

[parakitaMol.]

I don't know the exact answer.... But I would expect them to. You can usually tell by some of the small print on the packaging...

[Marcellus]

Nothing on the packaging..........but will they....when I was in Brands we used to debate whether it was better to fill line capacity therefore reducing unit costs but make a competitor to the brand.. as a result we didn't make private label............. but how do Unilever (Wall's owners) view it?

[parakitaMol.]

Marcellus said:

Nothing on the packaging..........but will they....when I was in Brands we used to debate whether it was better to fill line capacity therefore reducing unit costs but make a competitor to the brand.. as a result we didn't make private label............. but how do Unilever (Wall's owners) view it?

I worked for Nestlé on Private Label Marketing for a year before moving into Brand Marketing... they used to make PL for Sainsburys, Morrisons, Asda, Tesco and Somerfield.....as well as selling brands to same account - it was key for line capacity as you say, also for account management (they wanted a budget PL range so if we didn't produce it for them they'd only go for their PL elsewhere)... also, we did not produce budget lines, we had mid-range and premium so PL wasn't viewed as a direct competitor in in terms of competitive market segmentation.

I had it in mind that there was a requirement to put the factory of production or some kind of code, I have either got that completely wrong or it's changed but I'm sure you used to be able to identify it from something if you knew what to look for.

Edited by parakitaMol. on Sunday 18th January 08:50

[Marcellus]

It might be there in the code, or at least if I knew the format of the material numbers for unilever then looked at the format on this packaging then I would be able to see if they were the same.