Own-brand innovation? Most certainly!
One such example is a very interesting cardboard stand prepared by Kaufland for their own brand "Bevola". The innovation consists of improving the visibility of products from the sides of the stand.
This is important because in most cases shoppers see the side of the stand first, and only some of them see the front. It would be good, though, to add more communication of the brand itself and what the major benefit of buying their products is, among others.