In 1976 French retailer Carrefour disrupted retail sector in France by launching its “free labels” (“produits libres”): basic products like bread, oil, flour..at low prices (16-29% lower than national brands.), without brand name but just the name of the product (bread, oil, flour, coffee…)
A real success, supported by a strong advertising campaign: “Tasty too, but cheaper” . Carrefour wanted to get free from national labels and signed the beginning of private labels in France.
30 years later in Russia retailer Mosmart took the same initiative and attack the lower price segment with the label “Лучшая цена” ("best price"). Nothing to do with “private labels” (Mosmart has got as well its private label “Mosmart” for around 1000 products) like НАШ products or imported Auchan products. «Лучшая цена”, this is more than 300 products (Carrefour started in 1976 with 50 products and went to 100 products when they stopped free labels in 1985) with very simple packaging, just name of the product and low prices. 
