house brand

American  

noun

1. a brand name used by a retailer for a product or product line made specifically for or by the retailer.

2. such a product, usually offered at a lower price than a comparable name-brand product.

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Example Sentences

In addition to food and household goods, it also sells apparel under its house brand.

From The Wall Street Journal

As you stand in front of the shelf of cereals, you may be overwhelmed by the numerous alternatives: some products tell you they are "fat-free", others that they are "all-natural", and the supermarket's house brand is next to the top brand that you usually pick.

From Salon

A major producer, the association provides milk for brands including Nestlé, Costco’s Kirkland label and Safeway’s house brand Lucerne through its marketing arm, Darigold.

From New York Times

Elsewhere, a poster of Messi stands tall in a shopping mall, announcing the imminent arrival of a coffee house brand that sponsors Argentina’s national team.

From Seattle Times

A major producer, Darigold also supplies McDonald’s and Nestlé and processes Safeway’s house brand Lucerne.

From New York Times