• The Wall Street Journal (subscription required), Wednesday, May 9, 2007 11:15 AM

The mass recall of tainted pet food has lifted the curtain on a common practice in consumer products. From jeans to diapers to frozen fruit, the same manufacturer often makes competing brands, up and down the price spectrum. And in many cases, the maker of a brand-name product will also produce private-label versions.

To be sure, ingredients, designs and quality may differ substantially among the labels made under the same umbrella. But often the main difference is marketing--and price--and that can be hard to sustain once products are perceived as commodities.

A recent survey by GfK Roper found that 54% of respondents weren't aware before the recall that both premium and standard pet food brands were made by the same supplier. Knowing this, 26% said they were less likely to buy premium pet food, though 60% said it made no difference.

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