We’ve probably all suspected it happened, but now there’s proof. Supermarkets lead us to believe that their house brand products are exclusive to their stores, but now glitches in the system have shown that they’re all really the exact same product with different labels. So we’re often paying more for the identical item.

A few incidents over the last few weeks have left consumers scratching their heads with confusion as supermarket’s secrets have inadvertently been revealed.

It’s The Same Juice…Different Label

A customer shopping at Coles recently discovered Woolworths-branded fruit juice displayed on the shelves at her local Coles supermarket.

Luci Anne, from Port Lincoln, shared her odd find in a TikTok video, showing images of the 2-litre bottles of $2 Woolworths’ Multivitamin Juice stacked right next to the Coles-brand of the same product, which is also sold for $2.

“Even Coles knows Woolworths is superior,” she commented on the video.

Luci then followed up with a second video showing how she tried to purchase the item but when she tried to scan the juice at a self-checkout, an “item not found” message was displayed.


woolworths and coles juice
Same same…but different! Pic Via: TikTok

Something Went Wrong!

Viewers were quite amused by Luci’s video, which has attracted over 72,000 likes and more than one thousand comments.

“There’s a glitch in the matrix,” one commenter said.

Same Factory! Same Product!

Many were convinced that the discovery was proof that supermarkets displayed pretty much the same products with different labels.

“Aldis, Coles, Woolies & Drakes all use similar products. I worked in a food factor and legit same product different label to different store,” one person said.

“Because it comes from the same factory. That juice is the same as some of the more expensive ones.”

“I work at Woolies and sometimes we get other store’s shipments. We have gotten stuff for IGA once (like Black and Gold brand),” shared another.

@lucianne350Even coles knows Woolworths is superior ##woolworths ##coles ##juice ##fyp ##awkward♬ original sound – JuiceGirl

Is This A Prank?

Luci spoke to news.com.au saying:
“The young dude that helped me at the self-service said, ‘Surely someone is pranking us,’ and then showed his co worker and they had a laugh about it,” Luci said.

“I told them there was a whole box on the shelf he went to got it off and I got my bottle of juice for free,” she added.

Coles Said They Had No Idea How It Happened

Coles told news.com.au that they were investigating the incident:
“All cartons are scanned at different points throughout our supply chain and we’ll be following this up with our supplier and Distribution Centre today to find out how this product ended up on our shelves.”

It Happened At Aldi Too

This is not the first incident of confused product identities. A few weeks ago, a Queensland shopper reported that she found Woolworths-branded frankfurts in the fridge section of Aldi.

The Aldi version of the product is priced at $2.39, while the Woolworths housebrand cocktail frankfurts sell for $2.50.

Pic Via Facebook

It’s A Scam!

The customer shared the photo of the Cocktail sausages on the Aldi Mums Facebook group and shoppers were convinced that this was proof that they were being ripped off.

“This just proves they use same suppliers and with the look-a-like packaging as printers for different brands can use same ink,” one shopper said.

“Yep, shows people how the same product is just rebranded and priced differently according to each individual company,” another declared.

“It all comes from the same factories, just get labelled differently for different stores. Same as breads from Tip Top they still put it in an Aldi bag,” said another.

Are you surprised about these discoveries? Do you feel ripped off by the supermarkets? Tell us in the comments below.

  • I have long thought that there was little to no difference in products – now here’s the proof! That being said, Aldi does have a lot of exclusive products that are only sold in Aldi stores and Coles often come out with new inventions too like their choc fudge ice-cream sauce.


  • Come on!!!! I worked in he industry for 40 years and retired in 2009. it was public knowledge long before I reitred. The bread etc. (with the exception of what is done on site) is packed by the bread manufacturer – (not the retailers) as are almost 100% of “generic” labelled packages including fresh fruit and vegetables. I have actually processed supplier invoices that have had both Manufacturer brand and “generic” brand on the same invoices. The same applies to items that aren’t food. Some large hardware stores also have their own brand products the same as Department and Discount stores do. Also clothing. The only difference in some clothing is brand tag…..and the price. I bought a new dress for an 8 year old at a clothing store. I saw exactly the same style and colour dress at a large national clothing store for double the price. It even had the same type of quality check sticker in it. I always check the quality of clothing. If it is inferior quality, sewing etc I won’t buy it regardless of the retailer name or price. It is NOT a scam. Please refrain from using incorrect information


  • I am not surprised this. But good article to read.


  • Sneaky!


  • This is rather shifty re the supermarkets.


  • I used to work in a factory in Sydney that packaged foil and greaseproof paper. The product would come in huge rolls which was threaded through rollers, the cut and packaged. We used to pack for Alfoil and Black and Gold from the same roll.


  • The different stores use different size packs too tho, so gotta look at the price per 100g rather than total.price


  • Haha, this is so funny. I’m sure staff at any of the supermarkets are in the know. I recall being told the no label bread is Tip Top, so I’m less fussed about brands now.


  • This used to happen when I worked at our local grocery store. Found out that Black and Gold pizzas were made by Papa Guiseppes for 12 months then another company got the right to supply the B & G pizzas. Nothing new


  • My son has been saying this about products for years. Same item made I the same factory but some have different brand labels on them. Which of course greatly affects the cost.


  • I used to work at the Arnott factory by day and balfors at night, Arnott make most biscuits just use cheaper ingredients but same recipe and different packaging, balfors also are Gibbs same deal cheaper ingredients same recipe different packaging


  • I thought this was kind of common knowledge. But the savy shoppers know which stores sell the product the cheapest!!
    Aldi sells the same products as Coles, just in different packaging and half the price! The quality is no different as the product inside is the exact same. Made in the same factory! It’s how big companies double dip.


  • It is not a scam. Everyone knows one factory produces certain products and just put’s different labels on them.


  • Same juice it different label is no surprise, this has been happening for ages, not just juice but with sauces, chocolate, drinks, milk you name it. That’s why some cheaper no brand name products are just as good.


  • Lol… Yes some things come from the same factory, just rebranded. No surprise to me there. Dicksmith did the same thing when woolworths owned it. They had their own brand products and we were never to discount them because they were lowest own brand but meanwhile bigw, goodguys and jbhifi had the exact same product just rebadged.
    So moral is if you buy cheap brand products it’s not going to matter much 1 supermarket to the next, maybe 50c here or there. I happen to prefer some branded products so stick to woolworths or Coles online shopping.


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