TVs can be an expensive purchase, and sets from Sony, Samsung, LG and Panasonic can easily cost several thousand pounds. Even entry-level models typically launch for more than £500.
So when you see a smart, 4K, HDR Bush TV in your local Sainsburys – just like a Samsung but for half the price – it's easy to be tempted.
If our decades of TV testing has told us one thing it's that the specs on a box don't always equal a good TV. One 4K panel is not as good as the next and there are many more aspects that determine whether a TV looks and sounds good.
So, should you be wary of these bargain TVs? Is one store brand better than other? Or do you need to spend a bit more on a more recognisable brand to get the best experience?
We don't test every supermarket or electronic retailer own-brand TV, but to give you an indication of whether it's worth buying one of their TVs, the table below shows the average Which? test scores of TVs from many of the brands you'll find in supermarkets and electronics retailers, alongside those of the market leaders.
Many of the leading supermarkets and electronics retailers in the UK now have their own brands. Some are owned by the store and some have exclusive licences – you'll only find JVC in Currys, for example. It's not always clear when a manufacturer is affiliated with a certain store; only John Lewis uses the name of its store in its tech branding.
Below, we've outlined what you need to know about the main retailer brands.
JVC used to be one of the biggest tech brands around. The Japanese company made everything from TVs to camcorders and sponsored Arsenal FC at one point. JVC's name has wilted somewhat in recent years and now LG and Samsung are the biggest names in TVs, but you can still get JVC products in the UK.
You'll only find them in one place though - Currys. Despite JVC still being a separate company Currys has exclusive retail rights to its products in the UK.
Its smaller, cheaper TVs are only HD-ready, increasing to Full HD when the screen size gets to 40 inches or higher. JVC makes 4K TVs, too, with prices starting at just £300 for a 43-inch model.
Which? members can see JVC's average TV test score below and those of the other brands featured further down.
Now synonymous with Argos, Bush started life as a radio brand in the 1930s. It's actually owned by Argos's parent company Sainsbury's and it makes everything from dishwashers to tablets and, of course, TVs.
Bush makes a range of TVs, from 24-inch HD-ready models all the way to 55-inch 4K ones. It makes TVs with built-in DVD players, too. Just like their big-brand counterparts, most Bush TVs have smart features giving you access to streaming and catch-up apps. The bigger 4K sets support HDR, too.
Logik TVs are made by, and exclusive to, Currys. These TVs tend to be smaller than the Currys-exclusive JVC range. The largest model is 55 inches, while JVC has a 65-inch model. There are still 4K Logik TVs though and they are cheap. The 55-inch 4K HDR model is usually around the £350 mark.
The majority of its TVs are only HD-ready though, and smaller than 32 inches, with prices starting around the £90 mark. The 4K Logik range is smart, too, with access to streaming and catch-up apps.
Supermarket brands come and go, and, until recently, you could get Technika TVs at Tesco and Alba in Sainbury's and Argos. They are still available second hand and there's always a chance they could come back in the future.
The price of store-brand TVs may certainly be tempting, as may what appear to be a wide range of features that, on paper at least, make them a match for the best Samsung and LG have to offer.
Our testing has shown us that a long list of features doesn't necessarily make a good TV. A screen capable of displaying 4K resolution may be terrible at showing HD content.
At the end of the day, these store-brand TVs are the cheapest on the market, but even if you're on a tight budget don't discount TVs from the bigger brands. LG, Samsung, Sony and Panasonic all have their own budget sets, especially if you go for a TV released the previous year.