Does anyone have any real insight into this? I used branded for years then changed to a major supermarket own brand ( Waitrose.) I've saved £££s I'm sure but towels and bedding doesn't stay brilliant white for long even though I use a 60C wash, have an expensive machine which is great, wash in small batches, line dry etc etc etc. I am now wondering if I need to go back to good old Persil or Ariel or if it's all the same really and you pay extra for branding.