Instead, they now have these wholesome-sounding brands such as Redmere Farms, Nightingale Farms, etc which imply you're buying from some twee family business instead.

https://logos.fandom.com/wiki/Tesco_Everyday_Value

They also have "Stockwell & Co" for the things which don't come from British farms, like jam and baked beans. That at least is a nod to history, because Tesco started out selling tea packaged by T. E. Stockwell.

They are entirely upfront about their brands:

https://www.tesco.com/groceries/en-GB/zone/exclusively-at-te...

It amuses me that their dairy brand is 'Creamfields', both because that's too obvious, and also a house music festival:

https://creamfields.com/

Wairtrose also have an 'Essentials' range although the labelling is very similar to regular priced products. I buy these without a second thought.

Then they have heaps of other brands that are owned by them but have “proper” sounding brand names to give more illusion of choice.

It's the kind of design you would expect at a government facility lowest bid kinda thing.

Also, don't forget about "Woolworths select", which was no better than homebrand but the tubs oats came in made really good pantry containers, and so in my kitchen anything loose like rice or almonds goes in them.

As a kid I always hated having to buy that particular brand because it indicated to everyone that we weren’t able to afford “real” brands. (I’ve thankfully grown out of this mentality. Even now that I’m earning the most I ever have in my life I still try to stick to homebrand as much as possible)

Didn't last too long.

I think what people really want are "good enough" replacements for higher-priced brands, yet someone to take responsibility.