Supermarkets deliberately copy the packaging of major brands for their own-label versions, a study by consumer group Which? has found.

More than 150 own-label products from stores such as Tesco, Aldi, Lidl, Morrisons, Sainsbury’s and Asda were designed to look like brands such as Jacob’s Cream Crackers, Kellog’s Coco Pops, Lurpak butter, Radox bath gel and McVities Digestives. Boots and Superdrug also copied the packaging of leading brands.

Nearly 20% of shoppers deliberately buy an own-label because it looks like the brand it is copying, and a similar number do so accidentally, it has been found.