Some Kirkland items really are made by big national brands — and in a few cases Costco or the label flat-out says so Because Costco slaps the Kirkland label on them, they usually run about 20–35% ...

Remember food shopping with your mom as a kid, getting frustrated when she’d buy the generic store-brand cereal as opposed to the brightly colored, alluring name-brand box? Growing up is realizing ...

What do you associate with the word “generic?” Do the words “inferior” or “tastes like cardboard” come to mind? Or do you, like many people, associate name brands with people who are well-to-do, while ...

Private label’s adoption rate continues to soar as even the wealthiest consumers prioritize value, yet despite the uptick in private label sales, retailers rely on name brands to generate sales ...