That's the whole point of this store. For each type of product they usually only have one brand, mostly the store brand. They also only carry fast moving products and almost no long-tail. That's one of the reasons they can offer extremely cheap prices while maintaining good quality. In the US they have no problem beating Walmart at their own game using that strategy.

Additionally, they used the same code for things like different types of yoghurt of the same size (they still have the same barcode, makes scanning faster).

Of course we have bigger stores in Germany, too. But they are not quite as profitable.