Private label has had a starring role in this – once deemed as the affordable but perhaps less desirable alternative. And it appears that supermarkets are doing a great job of this; IGD data found that 52% believe private label quality is on par with brands. (The Protein Ball Co.)For manufacturers working in branded products, this competition has emphasised the importance of innovation. The production of private label also means Protein Ball benefits from higher production volumes. If we have no other way to get in a store, then we will consider private label to create a bridgehead, keep rivals at bay.