Illumeably

10 Store Brands That Were Better Than the Name Brands

These underrated store-brand products didn’t just hold their own — they flat-out beat the big names.

  • Chris Graciano
  • 2 min read
10 Store Brands That Were Better Than the Name Brands
Kenny Eliason on Unsplash

Sometimes the fancy label isn’t worth the extra cost. In grocery stores across the U.S., shoppers discovered that store-brand items could outperform national brands in taste and value. These 10 store brands weren’t just cheaper — they became household favorites for all the right reasons.

1. Kirkland Signature (Costco) – Batteries

Roberto Sorin on Unsplash Roberto Sorin on Unsplash

Kirkland’s batteries didn’t just match Duracell — they outlasted them in some tests. Long-lasting, affordable, and sold in bulk, they became a go-to for households and businesses alike.

2. Trader Joe’s – Cookie Butter

Consumatron.com on Flickr Consumatron.com on Flickr

Trader Joe’s took a Belgian dessert spread and made it a cult obsession. Creamy, spiced, and dangerously addictive, it blew past Nutella in fan devotion.

3. Aldi’s Millville – Breakfast Cereal

Mike Mozart on Flickr Mike Mozart on Flickr

Millville cereals taste nearly identical to General Mills and Kellogg’s offerings, at half the price. Whether it’s a “Frosted Flakes” clone or knockoff Cheerios, Aldi made cereal shopping feel smarter.

4. Great Value (Walmart) – Mac and Cheese

Antilived on Wikimedia Commons Antilived on Wikimedia Commons

Walmart’s budget-friendly mac held its own against Kraft in taste tests. Creamy, cheesy, and quick to cook, it satisfied cravings without breaking the bank.

5. 365 by Whole Foods – Organic Pasta Sauce

Rain on Flickr Rain on Flickr

This sauce packs real flavor without artificial junk — and it’s priced way lower than gourmet brands. Rich texture, clean ingredients, and multiple varieties make it a pantry MVP.

6. Kroger Brand – Ice Cream

Nick Gray on Flickr Nick Gray on Flickr

Kroger’s premium ice cream line rivals the likes of Häagen-Dazs and Ben & Jerry’s. With rich flavors and generous mix-ins, it’s the best secret in the frozen aisle. 

7. Target’s Good & Gather – Granola Bars

Mike Mozart on Flickr Mike Mozart on Flickr

These bars hit the sweet spot — literally. Packed with oats, chocolate, and nuts, they’re tasty without being overly processed. It’s cheaper than Nature Valley but just as satisfying.

8. Publix – Sub Rolls and Bread

Harrison Keely on Wikimedia Commons Harrison Keely on Wikimedia Commons

Publix bakery items, especially their fresh sub rolls, beat many national brands hands down. Soft, flavorful, and bakery-fresh, they elevate any sandwich. Locals swear by them — and tourists take notice.

9. H-E-B – Texas-Style BBQ Sauce

Alx 91 on Wikimedia Commons Alx 91 on Wikimedia Commons

This regional store brand serves up authentic Southern flavor that rivals specialty sauces. Smoky, tangy, and bold, it brings real BBQ taste to the table. 

10. Wegmans – Frozen Pizza

AuroraTerra on Wikimedia Commons AuroraTerra on Wikimedia Commons

Wegmans’ store-brand frozen pizzas offer crispy crusts, bold toppings, and gourmet flavors. Better than most national options, they’re a Friday night favorite for many households.

Written by: Chris Graciano

Chris has always had a vivid imagination, turning childhood daydreams into short stories and later, scripts for films. His passion for storytelling eventually led him to content writing, where he’s spent over four years blending creativity with a practical approach. Outside of work, Chris enjoys rewatching favorites like How I Met Your Mother and The Office, and you’ll often find him in the kitchen cooking or perfecting his coffee brew.

Recommended for You

14 Grocery Store Brands That Quietly Disappeared

14 Grocery Store Brands That Quietly Disappeared

From quirky snack brands to beloved household names, these 14 grocery store icons quietly vanished, leaving behind a trail of nostalgia for shoppers who once relied on their familiar presence.