Those are marques de distributeur (MDD). That's the term used in marketing anyway. Not sure about the everyday term for it. (I don't think it's "fond de rayon" but I could be wrong.)If you are speaking of such things as, for example, a can of baked beans, sold under the Supermarket's own brand label, at a much cheaper price than a can of baked beans with a well-know manufacturer such as "Heinz" would cost, then, the expressions I personally am familiar with are:-
No, to me those can be products of any brand including budget products that are less exposed to the customer's attention. They are placed at the bottom of the aisle display where fewer people go and so low you almost have to bend to your knees to read the shelf tags. You know that suppliers do pay to place their products on the best spots of the various gondolas (aisle-end display, eye-level height, etc)Hi All,
I think "Produits de fond de rayon" would be the national (or global) brands such as Heinz, Coke, Kellogs opposing to the "marques distributeurs ou MDD" also called private lable products that you can find in Marks&Spencer in the UK, Auchan, Carrefour, Cora in France that represent 90% of sales in a super/hypermarket.
Having said that "in-aisle" products seems to be the best translation to me.
Can a retail specialist please confirm?