In the UK, Tesco had the brand "Tesco Value" (picture [0]) from 1993 - 2012. It became one of the best selling brands in the UK, and is deemed responsible for allowing them to become the biggest supermarket in the country.
Oh god, in Poland Tesco Value (or any like-brand) stands for absolute bottom feeder junk that is "healthy" and edible enough to not kill you outright.
Sure it sells, since ~50% of population can't really afford anything else (as they work for Tesco for min wage)
It's interesting how Amazon can distance itself from such connotations
[0] http://api.ning.com/files/TpvqSYo3L8j4*3QBoyqNr*zPPYYtbPvcSz...