SupermarketOwnBrandGuide.co.uk - Introduction

After the interest shown in the book ‘The Supermarket Own Brand Guide’, it seemed an obvious step to create a live web-book, the SupermarketOwnBrandGuide.co.uk, without the book’s restrictions on numbers of pages, products or retailers. Most importantly, the web-book can allow the essential and regular updating of price changes, new or reformulated products and ones that have been de-listed.

Just like the book, it provides tasting notes, a score out of ten and health and nutrition information on each product.  Additionally, it indicates whether that product is organic, Fairtrade or suitable for vegetarians. Should it contain one of the major twelve allergenic ingredients (cereals, crustaceans, fish, eggs, peanuts, soybeans, milk, nuts, celery, mustard, sesame seeds and sulphites,) that will be displayed alongside the tasting note, under ‘Health.’  Likewise indicated will be the alcohol units. Levels of salt, saturated fat and sugar will be shown only if per hundred grams they stray into the Amber(medium) or Red(high) zone.

SupermarketOwnBrandGuide.co.uk does not have a changing panel. I, Martin Isark, am the only professional taster and, if you are unfamiliar with my name or work, please check the link to www.isark.co.uk.  For the website, over which I have complete editorial control, to function at the highest level, there must be a professional working relationship with each supermarket and there will be links to their websites and online shopping sites.

However, unlike the book, I have given the retailers a choice: if a product tasted scores below four out of ten, they can ask for it not to be included on the website or for it to be retasted, in which case the score will stand.  The quality of own branded products is all the time improving to such an extent that hopefully neither of these options will need to be taken up.

Currently 350 products from Aldi, Asda and Lidl are listed on SupermarketOwnBrandGuide. Over the next weeks and months surfers will see many more added and more supermarkets coming on stream.

Do yourself a favour. Be an up-to-date shopper and eat and drink better (and more cheaply) with SupermarketOwnBrandGuide.co.uk.
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