white labeling

White labeling is the practice of producing goods or services that other companies rebrand and sell as their own.

A manufacturer makes a generic product; retailers slap their own labels on it: Most store-brand cereals are white-labeled versions of name brands.

The term extends to software, financial services, and other products where the end customer never knows who actually made what they're buying.

Also *white-label* as an adjective: a white-label solution.