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Ever wondered what’s in your brands?

There are many products we know by brand name alone. Here at Behind The Label we aim to uncover the generic product names, ingredients lists, and facsimiles (knock offs) of every popular brand, from baby medicines to fizzy drinks! So whether you want a cheap alternative or just to know about your favourite brands, bookmark us for posterity.




Here at Behind The Label what we value most is ensuring an easy, comfortable, enjoyable shopping experience.

We believe there is not enough transparency in how brands market themselves right now. For instance, think of how often the following has happened to you:

  • Buying a branded product because you only know the product’s brand name, not its generic name.
  • Staying loyal to a brand because you don’t know which imitations are similar and which ones are not.
  • Not being able to find clear ingredients or processing information for your product, meaning you cannot make informed ethical or religious decisions about what you want to buy.
  • Buying something you could easily make because the ingredients are not specific enough.
  • Not buying a product because you cannot confirm whether it aligns with your ethics, health goals, or lifestyle.

Well, you’re not alone! These problems and other similar ones are very common shopping experiences. The inspiration behind this blog comes from two experiences of mine.

The first was discovering how many medicines go by brand names, making it difficult to locate an own-brand product that does the same thing. I knew that Infacol worked for my baby, but I didn’t know which cheaper or more accessible gas-relief medicines had the same active ingredients. So I was locked into buying one brand.

The second problem was when I was looking for oven-bake clay, and the only thing I could think of was the brand Fimo. How am I supposed to shop around, when the only name I know this clay by is a brand?

These two events happened within a day of one another and it got me thinking. This happens all the time. I can’t find something because I don’t know what the generic name is, or I can’t buy something because I don’t know what its ingredients are or where they come from. And often I can find this information eventually. But it takes forever, and that’s speaking as someone who makes a living sourcing information! I can’t imagine what it is like for the average person who is busy, not aware of keywords, and not within reach of high-end search-engine tech.

So, as a public service to every other befuddled shopper, I am making this site to list every product imaginable, and slowly build a shopper’s directory, making it quick, easy, and free to find out what is behind the label of the brands on our shelves.