TiMiT is an online D$2$C $($direct$-$to$-$consumer$)$ seller $($e$-$tailer$)$ of its own branded consumer

packaged goods, which sells $200$ pantry staples all available for sales for $6\mathrm{.}0$ AUD. It offers

consumers a curated, limited assortment $(200$ items in total$)$ of healthy and value$-$conscious

products delivered directly to their homes. With the simplicity of one fixed price point, the

company promised an average savings of $40\%$ versus leading brands of similar quality

through the elimination of the "Brand Tax" $($i$.$e$.,$ consumers paying extras for branded

goods$),$ the hidden costs the company claimed that consumers paid for a traditional brand.