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Interesting article.
If the market place is ripe for lots of new food brands, why do so many of them struggle to make it?
There are plenty of people out there with good ideas, a great product, but often they don't have enough money to develop their branding so that they are taken seriously by the bigger retailers.

And this really concerns me, to quote from the article: "An added benefit is that retailers can use the small brands as ‘pathfinders’ for their own private label – they just list a new branded product with minimal investment (and risk) and if it flies then they can invest in their own in-house version."

That is hardly supporting the small 'authentic' brands by essentially ripping them off!