Curious Private label strategy

Private labels are usually cheaper than national brands. More Supermarket seems to think differently.
ANZAC Oatmeal Cookies is  the signature brand of  UNIBIC. More has introduced Oatmeal under its private Feasters brand @ Rs. 25 for  a pack of 75gms, while UNIBIC is priced at Rs.20 only. Just an oversight or has some thought gone into this?
Interestingly, both brands are manufactured at Unibic`s own factory!

7 L's of Consumer orientation

Read somewhere.

7 L's of Consumer orientation
Lurk, Look, Listen, Live, Learn, Like,  Love