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Store brands used to be the backup plan. You’d grab them when you wanted to save a few bucks, but you didn’t expect much. That’s changing fast. More shoppers are reaching for store brands not just because they’re cheaper, but because they actually like them. Some of these brands are building real loyalty. People talk about them online, swap tips, and even hunt for limited-edition flavors. If you want to save money and still get quality, it’s worth knowing which store brands are getting a surprising cult following. Here’s what’s happening and why it matters for your next grocery run.
1. Kirkland Signature (Costco)
Kirkland Signature is the store brand for Costco, and it’s become a household name. People don’t just buy Kirkland because it’s cheaper. They buy it because it’s good. The brand covers everything from olive oil to batteries to dog food. Some Kirkland products are made by the same companies that make the name brands, but at a lower price. For example, their coffee is roasted by Starbucks, and their batteries are made by Duracell. Shoppers share their favorite Kirkland finds on social media, and some even say they shop at Costco just for Kirkland products. If you’re a Costco member, it’s worth trying Kirkland Signature for basics and even a few splurges. You might find a new favorite.
2. Trader Joe’s
Trader Joe’s has built its reputation on unique store-brand products. People line up for their snacks, frozen meals, and sauces. The Everything but the Bagel Seasoning is a cult classic. Their Mandarin Orange Chicken has a fan base of its own. Trader Joe’s doesn’t just copy name brands; they create their own twists. The packaging is fun, and the prices are low. Fans share recipes and hacks online, and some even travel out of their way to shop at Trader Joe’s. If you want to try something new without spending a lot, check out their store-brand items. You’ll see why so many people are loyal to Trader Joe’s.
3. Good & Gather (Target)
Target’s Good & Gather brand is getting noticed. It’s not just about price. The brand focuses on simple ingredients and clear labeling. You’ll find everything from organic snacks to salad kits. Good & Gather has become popular with families who want healthy options without paying premium prices. The packaging is clean and modern, and the flavors are often surprising. For example, their salad dressings and trail mixes have a following. People share their Good & Gather hauls on TikTok and Instagram. If you shop at Target, don’t skip the store brand. It’s a smart way to save money and still eat well.
4. 365 by Whole Foods Market
Whole Foods used to have a reputation for high prices, but its 365 store brand is changing that. 365 by Whole Foods Market offers organic and natural products at lower prices. Shoppers who care about ingredients but want to save money are turning to 365. The brand covers pantry staples, frozen foods, and even personal care items. Many people say the quality matches or beats name brands. The 365 brand is also available on Amazon, making it easy to try even if you don’t live near a Whole Foods. If you want organic food without the sticker shock, 365 is worth a look. Read more about the growth of private label brands.
5. ALDI’s Store Brands
ALDI is known for its store brands. Most of what you’ll find in the store is a private label. Shoppers love ALDI’s prices, but they also rave about the quality. Some products, such as their chocolate and cheese, have a devoted fan base. ALDI’s store brands often win taste tests against national brands. The company keeps costs down by limiting selection and focusing on efficiency. Fans share their favorite ALDI finds online, and some even plan their shopping trips around new product drops. If you haven’t tried ALDI’s store brands, you might be surprised by how much you like them.
6. Simple Truth (Kroger)
Simple Truth is Kroger’s answer to shoppers who want natural and organic products. The brand has grown fast. You’ll find everything from almond milk to frozen vegetables. Simple Truth focuses on clear labeling and avoids artificial ingredients. Shoppers like knowing what’s in their food, and they appreciate the lower prices compared to other organic brands. Simple Truth has built a loyal following, especially among families and health-conscious shoppers. The brand is available at Kroger and its family of stores, making it easy to find. If you want to eat better without spending more, Simple Truth is a good place to start.
Why Store Brands Are Winning Fans
Store brands are no longer just the cheap option. They’re building real loyalty by offering quality, value, and sometimes even a little fun. Shoppers are sharing their favorites, swapping recipes, and even forming online communities around these brands. The rise of store brands means you have more choices and more ways to save. Next time you shop, try a few of these cult favorites. You might find that your new go-to product isn’t a name brand at all.
What’s your favorite store brand product? Share your thoughts in the comments below.
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