When it comes to groceries and household staples, brand loyalty isn’t what it used to be—and that’s a good thing. Today’s store brands are stepping up with top-tier ingredients, creative flavors, and thoughtful packaging that rival (and often outperform) national names. Whether you’re after budget-friendly basics, gourmet upgrades, or clean-label goods, private labels have evolved from generic placeholders into must-watch contenders. Some are so beloved, shoppers swear by them over their branded counterparts.
From exclusive regional gems to nationwide go-to’s, here are 15 store brands that prove you don’t need a big logo to get big value.
1. Costco’s Kirkland Signature
Costco’s Kirkland Signature is like the cool kid at school who somehow does everything better—and for less. They’ve mastered the art of co-branding with top manufacturers (hello, Starbucks coffee and Duracell batteries), so you’re often getting the same product at a fraction of the price. Their rotisserie chicken regularly sells out because members know it tastes just as juicy and seasoned as a gourmet deli’s—yet it’s only five bucks. Kirkland wines consistently win blind taste-tests against pricier labels, making them a favorite among oenophiles seeking a bargain bottle. The brand sneaks into just about every category, from paper towels to dog food, and rarely misses a beat on quality. Plus, by slashing out advertising costs and leveraging Costco’s massive buying power, those savings get passed straight to you. So next time you hesitate at the bulk aisle, remember that Kirkland often outperforms national brands—for less. According to MoneyWise, Kirkland Signature accounts for nearly one-third of Costco’s total sales, a testament to its popularity and consistency.
Costco’s private-label playbook is simple: partner with trusted suppliers, keep packaging minimal, and price items aggressively low. No flashy commercials, no middlemen, just straight-to-you savings. For millennials juggling rising living costs and a busy schedule, Kirkland Signature is a one-stop shop for quality essentials—whether you’re stocking up your pantry, your bathroom cabinet, or your next tailgate spread. It’s the ultimate life hack for smart shoppers who secretly love feeling like they scored big without even trying.
2. Trader Joe’s Private Labels
Trader Joe’s is basically the Willy Wonka of grocery stores, but for food—quirky, unpredictable, and always delivering premium taste without the premium price tag. Their private-label strategy skips the brand markup by sourcing directly from manufacturers and only offering around 4,000 carefully curated items. That means every cookie, pasta sauce, or vegan cheese you grab is designed in-house to be just as good (or better) than the big-brand version. Many fan-favorite snacks like their Speculoos cookie butter or Cauliflower Gnocchi have cult followings for a reason—they pack bold flavor at a fraction of what you’d pay elsewhere. Plus, the fresh produce often outperforms competitors in taste tests because of their fast turnover and selective sourcing. If you’re after a grocery experience that feels like a treasure hunt, TJ’s private labels consistently surprise and delight your taste buds without wrecking your budget. According to Allrecipes, spices, nuts, and frozen fruits at Trader Joe’s can cost up to 30% less than at other stores—and often taste fresher, too.
Shopping at Trader Joe’s also means embracing their fun-forward branding—whether it’s “Trader Ming’s” dumplings (now thoughtfully rebranded) or seasonal knockouts like Pumpkin Joe-Joe’s. It’s proof that private labels don’t have to be boring beige packaging; they can be the stars of the show, too. Once you’ve tried these in-house gems, it’s hard to go back to bland, over-priced alternatives.
3. AmazonBasics
AmazonBasics swooped into homes in 2009 with a humble battery—and now it dominates categories from tech cables to kitchen gadgets. By leveraging Amazon’s data on what sells and what people return, they zero in on essentials that customers actually want—then undercut major brands by up to 50%. Their laptop chargers, HDMI cables, and memory cards often boast equal (or even better) specs than name-brand counterparts, with millions of five-star reviews to back it up. Amazon’s logistics muscle means you can snag these goods with free Prime shipping, making “same-day gratification” a thing even for your cord collection. For millennials who grew up with instant everything, AmazonBasics is the ultimate “add to cart” comfort: reliable quality, rock-bottom prices, and zero shopper’s remorse. According to Marketplace Pulse, AmazonBasics batteries captured nearly one-third of the online battery market within a few years of launch.
Beyond electronics, AmazonBasics extends to home goods, office supplies, and beyond—so you can outfit your life without shelling out for brand names. From microfiber sheets to dog bowls, it’s a testament to how a private label can become a go-to default by simply delivering on the basics flawlessly—and for less.
4. Aldi’s Simply Nature
Aldi may be the OG of no-frills grocery shopping, but their Simply Nature line proves that “cheap” and “healthy” aren’t mutually exclusive. This organic-focused range covers everything from pasta and granola to almond milk, all priced lower than equivalent big-brand items. Aldi cuts costs with a streamlined supply chain and limited SKU count—so when you reach for that bag of organic tortilla chips or coconut oil, you’re paying minimal markup. Their gluten-free and non-GMO options often rival Whole Foods in ingredient quality, yet come in at 20–30% less. Millennials hunting for clean-label snacks and pantry staples will find Simply Nature a wallet-friendly way to stay on track with health goals. According to Real Simple, Aldi’s Simply Nature products consistently outprice competitors while meeting strict organic standards.
Shopping Aldi is basically a game of roulette—every aisle holds a surprise deal. Simply Nature stands out by offering transparent, minimal-ingredient products that don’t cost an arm and a kale. If you’re recalibrating your grocery budget without sacrificing goodness, this is your jackpot.
5. Target’s Market Pantry
Target’s Market Pantry is the undercover MVP of grocery aisles—offering pantry staples that taste just like name brands but slip under your radar by a few bucks. From pancake mix to pasta sauce, these staples deliver on flavor with straightforward ingredients and clean packaging. The secret sauce? Target flexes its buyer power to negotiate sweet deals with suppliers, then slaps on that familiar bullseye label. Market Pantry ketchup, for instance, pours just as thick and tangy as Heinz but often rings up 15–20% cheaper. Their frozen meals, cereals, and snacks also hit that sweet spot where quality and price intersect. For social-media-savvy millennials who love a good hack, Market Pantry is like unlocking a coupon code that you don’t even need to clip. Per Bloomberg, Target’s private-label push—including Market Pantry—has been central to its strategy to win back customers with premium-quality, low-cost products.
Target sweetens the deal with app-based Cartwheel offers and Circle rewards, making Market Pantry an even bigger steal. It’s the ultimate tag-team of price and loyalty perks—your wallet and your taste buds will both thank you.
6. Walmart’s Great Value
Walmart’s Great Value line covers everything from baking soda to pancake syrup, often at up to 30% below national brands. They invest in consumer testing to tweak recipes—so their mayonnaise or beef broth can rival brand-name counterparts in taste. With Walmart’s scale, they cut out the middleman and pass savings directly to customers, making Great Value staples a go-to for cost-conscious shoppers. Great Value also spans specialty lines—like organic produce, gluten-free snacks, and seasonal favorites—so there’s something to fit every pantry.
Their private-label products undergo rigorous quality audits, and Walmart even publishes ingredient lists for full transparency. Plus, combining Great Value picks with Walmart+ free delivery or curbside pickup makes stocking up simpler and even more budget-friendly. Plus, Walmart’s ubiquitous footprint means you can stock up virtually anywhere, so there’s little excuse not to swap out your usual brands for these wallet-friendly alternatives.
7. Sam’s Club Member’s Mark
Sam’s Club’s Member’s Mark is the warehouse rival to Kirkland—and they’re serious about quality. From rotisserie chicken to olive oil, Member’s Mark often undercuts national brands by bulk pricing without skimping on taste. Their baked foods and deli offerings receive high marks in customer surveys for freshness and flavor. They also roll out seasonal sampler packs—think artisanal cheeses or flavored nuts—so you can test-drive new favorites without committing to a huge container. The packaging is sturdy yet minimal, cutting waste and cost, and those savings get passed right back to you. Plus, they frequently sneak in limited-edition collabs (spiced pumpkin coffee, anyone?) that feel extra-special without the designer price tag.
Whether you’re hosting movie nights or DIY dinner parties, Member’s Mark lets you feed a crowd without bleeding your bank account dry—just remember your reusable containers for leftovers. With their easy-to-navigate app, you can refill prescriptions, shop groceries, and even schedule curbside pickup in one go. And if you’re worried about freshness, their Scan & Go feature tracks expiration dates so you’re never stuck with old stock. In short, Member’s Mark isn’t just a budget hack—it’s a legit upgrade to your shopping routine.
8. Kroger’s Simple Truth
Kroger’s Simple Truth brand appeals to the clean-eating crowd, offering free-from products (no GMOs, no artificial preservatives) at competitive prices. From plant-based burgers to almond yogurt, Simple Truth mimics the quality of niche health brands, but at Kroger-scale pricing. Their limited-edition seasonal flavors (hello, cran-apple granola in fall) pop up in-store and fly off the shelves. Ingredient lists are short and transparent—no mystery fillers—so you know exactly what you’re eating. The packaging even sports clear windows so you can eyeball the goods before you buy, and it’s 100% recyclable in most curbside programs.
Looking for an Instagram-worthy fridge without a Whole Foods budget? Simple Truth delivers on both ethics and affordability. Their mobile Coupons & Rewards feature stacks extra savings on your go-to items. Plus, you can join the Simple Truth community online for recipe inspo that’s as clean as the ingredients. It’s like having a nutritionist in your pocket—minus the hourly consult fee.
9. Whole Foods 365
Whole Foods’ 365 Everyday Value line brings organic produce, dairy, and pantry essentials into reach. Often 20–30% cheaper than organics elsewhere, 365 products are vetted against the same high standards as the fancy stuff. Their seasonal collections—like strawberry chia jam in spring—offer fresh twists on classic staples. Packaging is eco-forward, with many items in compostable or reusable-friendly materials. 365’s “taste test guarantee” means if you’re not head-over-heels, you get your money back—no questions asked.
With the Amazon–Whole Foods integration, Prime members score extra discounts—making 365 a stealth pick for anyone who wants clean eats without the price-tag shock. You can easily add 365 items to your Alexa shopping list or set up recurring auto-deliveries at checkout. Their in-store kiosks also highlight chef-curated meal plans featuring 365 ingredients, so dinner can be gourmet without the sticker shock. In a world where organics often scream “luxury,” 365 whispers “why pay more?”
10. Publix GreenWise
Publix’s GreenWise brand focuses on natural and organic groceries, from grass-fed meats to cold-pressed juices. While Publix is known for its customer service, GreenWise brings specialty foods to their shelves at a lower premium than many independent health-food stores. They host regular in-store sampling events, so you can judge that turmeric tonic or beet hummus before you commit. Packaging carries the familiar green-leaf logo, signaling cleaner ingredients without the premium markup. GreenWise also partners with local farms for limited-release goods—think heirloom tomatoes or small-batch nut butter.
For shoppers in the Southeast looking to balance indulgence and wellness, GreenWise bridges the gap between mainstream and artisanal. Their mobile app flags GreenWise deals and pairs them with recipes you can make in under 30 minutes. You’ll also find exclusive GreenWise meal kits—perfect for those nights when you want healthy fast food. Bottom line: Publix GreenWise makes eating well feel like a treat, not a chore.
11. CVS Health
CVS Health’s store brand ranges from over-the-counter meds to personal care, formulated to meet the same FDA and safety standards as big-name pharmaceuticals. You’ll find pain relievers, allergy meds, and vitamins that perform just as well but cost 20–40% less. Their skincare lineup—moisturizers, cleansers, serums—packs actives that rival prestige beauty brands without the hefty price tag. Bulk-buy refill options and subscribe-and-save perks mean you never run out of essentials at full price. Packaging is clean and pharmacist-approved, so you trust what you’re putting on your skin or in your body.
Great for anyone stocking up on must-have health essentials without the pharmacy markup. Their ExtraCare rewards program stacks coupons on top of already-low prices. Plus, you can vault your prescriptions for curbside pickup or home delivery, saving both time and impulse buys. Think of CVS Health as your personal medicine-cabinet upgrade—smart, savvy, and absolutely wallet-friendly.
12. Walgreens Nice!
Walgreens’ Nice! line covers snacks, beverages, and household staples—often with surprisingly gourmet flavors. Their dark-chocolate-covered pretzels and organic trail mixes earn high marks in blind taste tests. Seasonal holiday editions—like peppermint bark pretzels—drop right when your sweet tooth demands it. Sizes range from snack packs to family bags, so you’re covered whether you’re solo streaming or sharing. Packaging is bright and catchy, turning pantry shelves into a boutique snack aisle.
If you’re cramming for finals or simply midnight-snacking, Nice! offers convenient, tasty options that won’t bust your budget. Scan your Balance Rewards card to unlock bonus points on Nice! products. They even curate “Nice! snack bundles” online for quick doorstep delivery. It’s proof that drugstore runs can feel like gourmet grocery hauls.
13. Wegmans Brand
Regional favorite Wegmans’ private-label products—from their Italian Classics pasta sauces to organics line—rival specialty stores. Their culinary testing kitchens ensure each jar and loaf meets a high standard for both taste and ingredient quality. Wegmans frequently sources from local farms, spotlighting community artisans in their seasonal releases. Sleek, minimalist packaging elevates the brand, making it feel upscale on your shelf. They also rotate limited-edition lines—like farmhouse cheddar or honey lavender spread—keeping your pantry on its toes.
For shoppers in the Northeast, Wegmans brand is the locals-only hack for fresh, chef-approved groceries at everyday prices. Their app even lets you filter by Wegmans-exclusive items for easy cart-building. Join the Shoppers Club for members-only tastings and first dibs on new releases. It’s the insider route to grocery perfection—no passport required.
14. H-E-B’s H-E-B Brand
Texas icon H-E-B’s in-house brand covers every aisle, from its award-winning queso to bakery breads. Locals swear by their queso being better than major dip brands, and H-E-B’s exclusive formulas keep prices sweet. They work with Texas ranchers and farmers to highlight regional flavors—like pecan praline ice cream or jalapeño-cilantro salsa. Packaging proudly declares “Made in Texas,” giving every item a hometown vibe. Seasonal specials—think prickly pear soda or peach cobbler mix—feel like a local festival in a bag.
It’s proof that regional pride can fuel a private label that outshines national players in both taste and cost. The H-E-B app even includes recipe pairings for their staple products. You can also snag limited-edition branded merch—like tote bags and T-shirts—when you hit certain promo thresholds. H-E-B Brand takes “support local” to a whole new level of flavor and savings.
15. Kroger’s Private Selection
Kroger’s Private Selection steps up when you want a more gourmet spin on basics—think truffle-infused oils, hand-tossed pizzas, and artisanal cheeses. While slightly pricier than Simple Truth, you’re getting small-batch recipes and premium ingredients at a fraction of boutique shop costs. Their curated wine pairings on every bottle help you look like a sommelier without enrolling in classes. Limited-run holiday collections—like chestnut stuffing or cranberry-orange relish—make your festive spread Insta-worthy. The matte-black and gold-accented packaging feels luxe on your table but doesn’t crack your budget.
Ideal for hosting dinner parties on a budget when you still want that chef-made flair without the restaurant bill. Kroger’s digital coupons often target Private Selection lines, stacking extra discounts at checkout. You can even find step-by-step cooking videos online showcasing these gourmet goods in action. With Private Selection, you’re basically your own personal caterer—minus the markup.
This article is for informational purposes only and should not be construed as financial advice. Consult a financial professional before making investment or other financial decisions. The author and publisher make no warranties of any kind.
