For decades, we were trained to believe that the brand name was a guarantee of quality. We now know that this is not always true. In many cases, a retailer’s store-brand, or private-label, product is just as good, if not better, than its more expensive, brand-name counterpart. In a series of blind taste tests and consumer reviews, these twelve store-brand duplicates have been consistently rated as being superior to the original, famous brand they are designed to compete with.
1. Kirkland Signature Vodka (vs. Grey Goose)
This is one of the most famous and well-documented examples. Costco’s Kirkland Signature vodka has consistently beaten the much more expensive Grey Goose in blind taste tests. While the company denies that they are the same product, many experts agree that the Kirkland version is a smoother and superior vodka, at less than half the price.
2. Aldi’s Specialty Cheeses (vs. Premium Deli Brands)
The German discount chain Aldi has a surprisingly sophisticated selection of specialty cheeses. Their private-label brand, Specially Selected, offers a variety of high-quality aged cheddars, Goudas, and other artisanal cheeses. These products will often win international cheese awards. They are frequently rated as being better than the much more expensive brands you would find at a high-end deli.
3. Trader Joe’s Speculoos Cookie Butter (vs. Biscoff Spread)
Biscoff Spread is the original, Belgian version of a spread made from spiced shortbread cookies. However, many shoppers swear that Trader Joe’s private-label version, Speculoos Cookie Butter, is even better. They claim that the Trader Joe’s version has a richer, more complex, and spicier flavor than the original brand it is meant to imitate.
4. Costco’s Sheet Cake (vs. Local Bakery Cakes)
While not a direct duplicate of a single brand, Costco’s Kirkland Signature half-sheet cake was legendary for its quality and value. Customers and professional bakers alike agreed that it was superior in taste and texture to the sheet cakes sold at almost any other major supermarket bakery. The quality for the price was simply unbeatable before it was discontinued and then brought back in a smaller size.
5. Target’s Favorite Day Trail Mix (vs. Planters)
Target’s new private-label food brand, Favorite Day, has been a huge hit with customers. Their line of trail mixes has received particularly high praise. Shoppers have rated their “Monster” trail mix as being better than the similar version from the national brand, Planters. They say that the Target version has a better ratio of ingredients and a fresher taste.
6. Kroger’s Private Selection Coffee Pods (vs. Starbucks K-Cups)
Kroger’s premium store brand, Private Selection, offers a wide variety of coffee pods that are compatible with Keurig machines. Many coffee drinkers now prefer the taste of these private-label pods to the official Starbucks K-Cups. They find that the Kroger version has a richer, less bitter flavor and is a much better value.
7. Walmart’s Great Value Twist & Shout Cookies (vs. Oreos)
While the Oreo is the undisputed king, many shoppers have been disappointed by the brand’s recent recipe changes. In blind taste tests, many people now prefer the taste and texture of Walmart’s Great Value duplicate, the “Twist & Shout” cookie. They claim that the Walmart version has a better cookie-to-creme ratio and a more satisfying crunch.
8. H-E-B’s Creamy Creations Ice Cream (vs. Blue Bell)
In Texas, H-E-B’s Creamy Creations is more than just a store brand; it is an institution. The brand has developed a fanatical following for its rich, high-quality ice cream and its creative, Texas-themed flavors. Many Texans will now argue that it is a superior product to the state’s other iconic ice cream brand, Blue Bell.
9. Aldi’s “Clancy’s” Potato Chips (vs. Lay’s)
Aldi’s private-label snack brand, Clancy’s, is another area where the store brand shines. In numerous blind taste tests, many people are unable to tell the difference between Clancy’s classic potato chips and the much more expensive Lay’s brand. Some even prefer the crispier texture and the more consistent seasoning of the Aldi version.
10. Wegmans Store-Brand Soda (vs. National Brands)
The regional chain Wegmans is known for the high quality of its private-label products. Their line of store-brand sodas is a fan favorite. Shoppers claim that their versions of classic flavors, like cola and ginger ale, have a better and more natural taste than the big national brands. This is likely because they use real sugar instead of high-fructose corn syrup.
11. Trader Joe’s Dark Chocolate Peanut Butter Cups (vs. Reese’s)
While Reese’s is the classic, it is a milk chocolate candy. For fans of dark chocolate, the private-label version from Trader Joe’s is a far superior product. The combination of the high-quality dark chocolate and the creamy, salty peanut butter filling is a much more sophisticated and satisfying treat for an adult palate.
12. Kirkland Signature Maple Syrup (vs. National Brands)
Costco’s Kirkland Signature brand of 100% pure maple syrup is another product that consistently receives top marks for its quality and value. It is often rated as being just as good, if not better, than the much more expensive national brands that are sold in smaller bottles at a regular supermarket. It is a prime example of Costco’s commitment to private-label quality.
The Rise of the Store Brand
The success of these store-brand duplicates is a clear sign of a major power shift in the grocery aisle. The old assumption that the brand name is always the best is no longer true. Retailers have become sophisticated brand developers in their own right. They are creating high-quality products that are not just cheaper but are often better than the originals. For savvy shoppers, this is a delicious and budget-friendly win.
What is your favorite store-brand duplicate? Is there a private-label product that you think is way better than the original? Let us know your picks!
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