I only buy fancy shit now and just eat less of it, like stokes and a couple of local ones.
All that own brand stuff is just tomato juice concentrate with a load of thickening agents plus sugar and crap to make it taste like something. And Heinz was always overly sweet crap anyway.
It's a bit of a long drive to Aldis for some of us, I don't know which country the closest one is in. Most people probably just buy what they grew up on. For me that's Felix so I guess you could say it's European, but Orkla is publicly traded so it sorta loses all meaning.