You might assume national brands always win in flavor—but when the wraps are off in blind taste tests, many store brands come out on top (or at least tie). These tests show that private labels can match or beat name brands in taste, giving savvy consumers permission to swap down and save money. Here are six store brands that have prevailed or tied national labels in blind taste tests. Let us know if you’ve tried any of them!
1. Great Value (Walmart) – Peanut Butter
In Consumer Reports’ blind testing, Walmart’s Great Value peanut butter tied national brands in taste and cost much less. In taste testing across several pantry staples, CR found that many store brands perform as well as name brands. If you blind taste Great Value vs Jif or Skippy, trained tasters sometimes can’t reliably tell them apart. That’s one reason shoppers increasingly accept store brands as real options. The cost per serving often makes the decision easy.
2. Market Pantry / Archer Farms (Target) – Condiments or Dressings
While not a single public “win” is always listed, Target’s Market Pantry and Archer Farms lines have been reported in blind taste tests to match national labels in things like dressings or sauces. In CR’s broader “19 pairings” test, store and national brands tied in 10 cases, with the store winning 1 and the national brand winning 8. That means there were instances where store brands equaled or beat name brands in taste. Many observers believe some Market Pantry items hide behind ties. Target also sources many private-label items from manufacturers that supply national brands.
3. Kirkland Signature (Costco) – Nuts and Pantry Items
Costco’s Kirkland Signature line often gets high praise in blind taste comparisons, especially for nuts or staples. In Consumer Reports’ tests, some store brands tied or beat national ones in category match-ups. Kirkland nuts, for instance, are often compared directly to big-name nut brands—and sometimes judged equally. Because Costco sells in high volume, it can demand better quality for private-label lines. For many shoppers, Kirkland has become a trusted brand in its own right. Its reputation helps overcome blind-brand bias.
4. Roundy’s Select – Cookies & Yogurt (Wisconsin chain private label)
The academic study A Private Label Blind Taste Test tested Roundy’s Select (a retailer’s own label) versus Oreos, Breyers, and Chobani in large-scale blind taste tests. Amazingly, the private-label versions often prevailed. Immediately after blind tasting (before revealing brand identity), 72 % of participants preferred the private label! Over the following week, sales of private-label jumped dramatically. That’s one of the clearest real-world wins for a store brand.
5. Aldi’s “Store” Brands (Choceur, “Simply Nature,” etc.)
Aldi’s house brands—like Choceur for chocolate, Simply Nature for basics—are frequently singled out by shoppers and reviewers for quality. In blind tests, store-brand items tied or beat big labels 10 times out of 19 in CR’s sample. Aldi’s strategy emphasizes quality private labels over national brands, which fosters confidence. Many of its private-label items are sourced from the same factories as national labels. Because Aldi focuses heavily on store brands, shoppers often encounter beyond “budget” expectations.
6. Great Value / Sam’s Choice – Ice Cream & Frozen Desserts
In the Roundy’s taste test study, private-label ice cream (Roundy’s Select) beat national brands in the ice cream category. By extension, similar cases in Walmart’s Great Value or Sam’s Choice ice cream lines may replicate that win. Industry insiders argue that many private-label frozen dessert products match formulas of premium brands. When the taste is comparable, the lower price gives store brands greater appeal. Keep an open mind when comparing flavors.
How Store Brands Win the Blind Taste Battle
These 12 examples spotlight the rising power of store brands in blind taste tests—and how perception and branding play big roles. Many store brands are produced in the same facilities as national labels, with slight tweaks. The Roundy’s experiment showed blind taste intervention boosted private-label market share by ~15 points in the first week. Advertising, packaging, and brand halo often tilt non-blind results toward national names. But taste-tested with labels hidden, store brands frequently prove their worth.
Have you ever done your own blind taste experiment at home and found a store brand you preferred? Which national versus store-brand surprised you most? Share your wins and discoveries in the comments below!
What to Read Next
- How Many Frozen Food Brands Actually Survive Blind Taste Tests
- 6 Obscure Store Brands You Need To Try Immediately
- Behind the Barcode: 6 Store Brands That Are Just Repackaged Name Brands
- 8 Times Store Brands Outsold the Name Brand—But Weren’t Safer
- 4 Budget Store Brands That Are Actually High-End Products in Disguise
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