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Private label brands used a similar playbook for more than 100 years, after a pharmacist in Columbus, Ga. created what we now know as RC Cola as an alternative to name brand soda in 1905.
But recently, the blueprint has changed as retailers focus on driving consumer loyalty and put price points in the backseat. Target, Walmart and, of course, Amazon have all embraced this concept as each has made its own effort to add exclusive options for consumers looking for more than just cheap, generic substitutes.