Sir: Joanna Blythman says “a company that puts its name on a product will ultimately take more pride in it and strive to do it better” (‘Don’t fall for own-label spin’, 2 June). Does she not realise that Waitrose, M&S, Sainsbury’s , Tesco, Asda and Morrisons are brands? Does she not recognise that these retailers are just as jealous of their reputation as any fmcg manufacturer and just as anxious to please the consumer?

It is perhaps unfortunate for her arguments that her article appeared in the same issue as The Grocer Own-Label Awards coverage, which demonstrated that own-label manufacturers are committed to innovation.

She complains that own label leads to “grey uniformity”. What nonsense! She should visit stores like M&S, which survive through innovation and ‘being different’.

She should recognise that the grocery trade and the consumer have embraced own label.

Instead of criticising the multiples, she should compliment the industry on its efficiency.

John Marshall