I’ve worked for Loblaw (They own this brand, President’s Choice, and are probably Canada’s largest grocer).

They have this line of product called Always $10. It’s a package of food that’s pretty much devoid of branding except that the $10 price is part of the packaging and not a sticker. Twice a year we get planograms (a merchandising guide / map to make sure all displays across the company are the same) where we have to change all the Always $10 stuff.

It’s always the exact same product, but smaller.

Loblaw’s in the news recently for settling a class-action lawsuit over colluding with other retailers to fix the price of bread. That’s right, a bread cartel. And like, sure, a settlement isn’t an admission of guilt. But a monolith like this doesn’t settle unless they think they can lose, and they wouldn’t think they could lose unless they did a bunch of illegal shit.