This is an interesting concern for the big companies because a lot of bulk grocery items in the US are generic. Like, when I buy bulk peanuts they're just peanuts, not Planters™ peanuts. I've noticed that a grocery store near me house has laundry and dish soap in bulk dispensers, which has a brand on it, but I think the containers are unbranded. This would be a big problem if Tide™ were sold that way. Another problem for the big companies is keeping people from putting other brands in the nice reusable packages.