Who is the company behind the supermarket own label ?

 


Who is the company behind the supermarket own label ?

For decades, Cott Corporation was synonymous with private‑label soft drinks. If you picked up a supermarket‑brand cola in North America or Europe, there was a good chance it came from a Cott bottling line. The company’s model was simple but powerful: produce quality beverages for retailers to sell under their own labels, at prices that undercut the big brands.

The Turning Point

In 2018, Cott sold its traditional beverage manufacturing business to Refresco, one of the world’s largest independent bottlers. This move marked a strategic pivot away from carbonated soft drinks toward water, coffee, tea, and filtration services.

By 2020, Cott had rebranded as Primo Water Corporation, reflecting its new focus on hydration solutions — from bottled water and dispensers to refill stations and home delivery. While the Cott name faded from store shelves, the company’s private‑label DNA lived on through Primo’s contract manufacturing and co‑packing work for retailers.

Market Share Snapshot

Before the sale to Refresco, Cott was a major force in private‑label beverages. In the U.S. carbonated soft drink market, private labels collectively held roughly 4–5% share in the mid‑2010s, with Cott as the dominant supplier within that slice. In Canada and parts of Europe, its share was even more pronounced thanks to deep relationships with major grocers.

Financially, in its final year before the pivot, Cott reported annual sales of about $2.4 billion, placing it among the top global players in retailer‑brand beverages. While that figure included water, coffee, and tea, the bulk still came from its private‑label soda contracts.

Why It Matters

Cott’s transformation into Primo is a case study in strategic reinvention. By exiting a low‑growth, brand‑dominated category and doubling down on water and related services, the company positioned itself for steadier margins and recurring revenue. Yet its legacy in private‑label manufacturing remains a blueprint for how to scale in a brand‑loyal industry.


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