Yeah, most choice is in fact 'faux choice.' I read an article years ago about the fact that so many of these different brands were basically all made in the same factories with minimal recipe/industrial process changes. The vaunted choice of the local giant supermarket is actually not that much more than a modest high street shop. The shelf space in a bigger store is taken up with brands of the same products. We're just buying our favourite packaging.
I'm in this business.
Sometimes, you're buying exactly the same. Tesco Wine Route = Isla Negra.
If there's a recipe, you're not. 'Brand' recipes are licensed. They're made in the same factory, but the recipe is different. If there is any way to make it cheaper, it will be. Even the difference between Haywards Pickled Onions and Morrison's pickled onions. The spec for the onions is wider, the recipe is cheaper (more syrup, less sugar, more water, less vinegar) and the spice mix is much cheaper- usually through flavour chemicals rather than actual spices. All the packaging is cheaper, cheaper glass, cheaper (less branding) closures, fewer colours in the labels, more generic cases.
Don't get me wrong, I'm always pushing Mr Smith to buy Malt Wheats rather than Shreddies, but I'm not kidding myself they are the same. They very rarely are, as soon as there's any processing. I have no idea why anyone buys Bero flour, though.