Sir: The Grocer’s History of Brands supplement (30 June) is a fabulous record of iconic products over the decades, but its conclusion in ‘Origins of own label’ was way off beam.

Were brands to look to retailers for inspiration as suggested, iconic brands of the future will be far rarer. Retailers have valuable insights on shoppers but it is branded suppliers’ understanding of the consumer, and subsequent innovation, that gives them the edge.

The future health of brands will also depend on whether the current free-riding trend will be banished to the history books. The copying of brand packaging is parasitic and has gone unchallenged for too long.

John Noble, director, British Brands Group