White label

White label is an arrangement in which a supplier provides a generic product to several sellers, each applying its own brand. Changes often concern labels or packaging while the underlying product can remain the same. Private label generally allows more brand-specific product specifications.[1]

Ask which elements can change and whether other buyers receive the same base product. Branded packaging can create recognition without preventing direct comparisons of features and price. Consider service, presentation and supply reliability as additional differentiators, and do not imply exclusivity that the supply agreement does not provide.