Sydenhamcentral - you are right about Lidl "own brands" not being branded. Though there is another twist - Lidl (and Aldi) are a major force in the retail landscape now and are often supplied by major brand manufacturers who will also supply to much more pricey outlets across Europe, at lower volumes and higher margins. You may not recognise the names of the supplier, but that doesn't mean they're not a huge supplier.

This has been the case in Germany for 20+ years where Aldi for example is the single largest grocery retailer in the country and dictates many a large food suppliers revenues. They bargain very hard with these suppliers (and some would argue not very ethically), who will do almost anything to get onto the Aldi preferred supplier list because it guarantees high sales (though at a tiny margin, obviously) but the truth is that what you buy there is often high quality fare packaged up cheaply and sold cheaply.