Sesam

Sesam is filed by the Astrina catalogue under Kaufland, so it reads as a supermarket-owned product rather than a stand-alone brand with a long story behind it. By our assessment, that usually means practical, no-frills packaging and a job that is meant to be ordinary, not flashy. The downside is that private-label products can be hard to compare at a glance, because the name often tells you less than the shelf tag does. In practice these items are about everyday shopping more than about identity. Against branded alternatives, they tend to compete on plain usefulness and shelf price logic, not on reputation. Sesam is one of those names that only becomes clear when you see what aisle it lives in and what it is meant to sit beside.