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Store Brands Are Better But You Are Too Fancy to Acknowledge It

By Splinter

When you go to the grocery store, do you buy the sensibly priced store brand, or the lavish brand name stuff? Science has now proven: We know what you do, you’re stupid, and you will now be exposedRead full story


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  • Store brands, formerly known as “generics,” have come a long way from their knock-off origins, as evidenced by the wonderland that is Trader Joe’s. Ignoring them makes no sense but then since when were consumers rational...

  • This is also the story of why we as consumers pay up.. way up.. for luxury brands. Sometimes it’s not about the actual product but about how the product makes us feel about who we are and our place in the world.

  • Hayley Miller
    Hayley MillerAccount Manager/Editor at Idea Booth

    I’ve always thought, and known, this but the labels get to you! It’s like Advil - it’s literally all the same but you spend a buck or two more just for the name.

  • Carlos Yescas
    Carlos YescasCheesemonger and Author

    Store brands may be a way for shops to fight against online retailers.

  • Sumeet Shah
    Sumeet ShahBacking brands at Swiftarc Ventures

    I spent part of my early career working with generic drug makers and how more and more of their sales came from “branded generics” lines, primarily store brand labels for grocery and convenience stores. Mainstream America understands this and thanks to TJ’s, 7-Eleven, and other hyper local convenience/market spaces, more people will recognize it over time.

    It’s also an easy solution for store brand labels to have a more luxury-style packaging, especially as container prices have gone down a bit.

  • Greg Vetter
    Greg VetterCEO at Tessemae’s

    This data and article are only accurate for mass produced “commodity” items. Yes, $2 bags of cookies are hard to differentiate from “national” branded cookies. The ingredients will tell all. Compare what you are currently buying with a store brand and if the ingredients match up, and the nutrition facts are similar, the products will probably be as well.

  • James Randorff
    James RandorffMusician, Instructor at US Navy

    This article is attempted shock-value persuasion at its utter douchiest. That is all the attention I will allow myself to give this.

    NOTE: Several of the NewsPicks comments on this article are very insightful.

  • Isabel Sobel
    Isabel SobelManager, Partnership Development at Quartz

    Hot take on CPG and the idea of premium brands...

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