Comparison With Store Brands
At their initial introduction, generics were packaged in mostly white packaging with black lettering. Today, such stark package design is rarely used. Lower priced products today usually bear the name of the store or supermarket where it is sold, or the name of the distribution company that supplies that store. A variation on this that is common in the United States is private labeling: brand names owned by the store that sells the product, that are not the same as the name of the store. For example, supermarket chain Safeway, Inc. sells dairy products under the Lucerne brand, while the Kroger's line of supermarkets sells products under several names, ranging from the top quality Private Selection down to the budget-driven line Kroger Value.
Membership-based "warehouse club" stores have begun their own contract-packed brands. The Wal-Mart owned Sam's Club sells products under the name Member's Mark, Costco sells products under the name Kirkland Signature! (a reference to former corporate home office location, Kirkland, Washington), and BJ's Wholesale Club sells products branded Berkley & Jensen (a store self-reference - "B & J").
'Generic branded food', as well as being cheaper than branded food products, may be a healthier alternative with independent research finding supermarket own-brand cereals containing less salt, and saturated fat than the branded equivalent. In addition to price and nutrition, evidence suggests that quality is equal to, if not better than established brands and in the 2007 Whisky Bible several supermarket single malts were rated higher than top-brand distilleries with Tesco the highest rating own-brand.
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