You’ve probably walked past them a million times. Those generic boxes sitting on the shelf, looking a little less flashy than their brand-name neighbors. Maybe you’ve wondered if making the switch would mean settling for something inferior. Here’s the thing though: what if those store brands were actually the exact same product, just in different packaging?
It’s not as wild as it sounds. The truth is, many of those private-label items you see at the grocery store are manufactured in the very same facilities as the big-name brands you’ve trusted for years. Sometimes they’re made by the exact same companies. Yet they can cost somewhere between roughly a quarter to nearly half less than their branded counterparts. Let’s dig into which store-brand foods are actually identical to the name brands you know.
Kirkland Signature Batteries: The Duracell Connection
Costco’s CEO actually admitted years ago that Duracell makes Kirkland Signature batteries, giving you Duracell quality with a Kirkland wrapper for quite a bit less money. This isn’t some internet rumor or speculation. Costco CEO Craig Jelinek revealed that Duracell is the manufacturer of Kirkland Signature Batteries in an interview with Atlanta station WSB-TV in 2016.
Kirkland Signature AA and AAA batteries typically run about 25 to 35 percent cheaper per battery than the Duracell pack sitting just feet away. You’re getting the same trusted copper-top technology that’s been powering devices for decades. The only real difference is the label and the price tag, making this one of those no-brainer swaps where you sacrifice absolutely nothing in terms of quality or performance.
Great Value Cereal: Same Recipe, Different Box
Let’s talk about breakfast. It turns out that many of Walmart’s Great Value cereals are probably made by the exact same companies that sell the name-brand product, including Kellogg’s and General Mills. Kroger Brand Cereal is manufactured by General Mills and Kellogg’s. Think about that for a second. The companies behind Cheerios, Frosted Flakes, and Lucky Charms are also producing those cheaper store-brand versions.
Boxes of generic brand cereals cost 20 to 35 percent less than brand-name cereals, with bags of off-brand cereal consistently 50 percent cheaper than name-brand boxes. Many of the differences between General Mills’ Honey Nut Cheerios and Great Value’s Honey Nut O’s are minor, with the two cereals tasting very much alike. In blind taste tests, most people can’t reliably identify which is which.
Store-Brand Milk: All From the Same Cows
Here’s a reality check that might surprise you. There are no brand-name cows, and the udders supplying milk to Borden are no different from the udders Kroger is milking. Milk is milk, regardless of whose label is on the jug. The dairy farms that supply major retailers don’t have separate herds for different brands.
All milk sold in the United States must meet the same FDA safety standards and pasteurization requirements. Whether you’re paying premium prices for a fancy brand or grabbing the store version, you’re getting the same product. The U.S. Food and Drug Administration enforces strict safety standards for all food products, regardless of brand. The price difference you’re seeing is almost entirely marketing costs, not quality differences.
Kirkland Signature Coffee: Roasted by Starbucks
Coffee lovers, this one’s for you. Packages of Kirkland’s coffee used to say they’re roasted by Starbucks Coffee Company, though some Kirkland coffee is still roasted by Starbucks while others may come from brands like Green Mountain and San Francisco Bay Coffee. Several Kirkland Signature coffee products, such as medium roast whole-bean coffee, boast right on the packaging that they are custom-roasted by Starbucks.
The savings are substantial. The price per pound for Kirkland’s Signature House Blend Coffee is around $7.60, while Costco sells the 2.5 pound Starbucks French Roast Whole Bean Coffee at $10 per pound. You’re literally drinking Starbucks-roasted coffee for roughly a quarter less money. Same beans, same roasting expertise, different bag. It’s hard to justify paying more when you know what’s really going on behind the scenes.
Aluminum Foil: Reynolds Makes the Generic Too
According to Consumer Credit Counseling services, the manufacturer of Reynolds Wrap also manufactures store brands. This isn’t even a secret. Reynolds Wrap is easily the best-known brand name as far as aluminum foil is concerned, and you’ll see the Reynolds name on Kirkland Signature Foodservice Foil. They actually print their logo right on the Costco version.
Reynolds has been making aluminum foil for over a century. They know what they’re doing. When they produce store-brand foil, they’re using the same manufacturing facilities and the same production processes. The price per square foot for Costco’s heavy-duty brand is around $0.05, compared to Reynolds at $0.07. You’re looking at meaningful savings on something you use constantly in the kitchen, with zero compromise on quality or performance.
Pain Relievers and Antacids: Identical Formulations
The store brands have the same active ingredients as the name brands and probably the same ingredients in general, meaning it’s going to do the exact same thing to your heartburn, but for less money. Store brands have to meet the same efficacy and safety standards as name brands. This isn’t a matter of opinion or marketing spin. It’s federal law.
When you buy generic ibuprofen, acetaminophen, or omeprazole, you’re getting the exact same medication as Advil, Tylenol, or Prilosec. CVS Health ibuprofen sells for $7 for a bottle of 100 tablets, while Advil sells its version for $9.49, meaning choosing CVS’s brand saves 26 percent. The FDA requires generic medications to be bioequivalent to their brand-name counterparts. That means they work identically in your body.
Baking Basics: Flour, Sugar, and Salt
Core ingredients like flour and sugar don’t vary a whole lot in composition; they simply are what they are. Think about it. Flour is ground wheat. Sugar is refined from sugar cane or sugar beets. Salt is sodium chloride. There’s not much room for variation in these fundamental ingredients. When it comes to table salt, it’s virtually impossible to tell the difference between name-brand and store-brand.
These are commodity products, meaning they’re standardized and largely interchangeable. The fancy packaging on brand-name baking supplies is just that: packaging. The actual product inside is chemically identical to the store brand sitting next to it. You’re literally paying extra for a prettier bag when the contents are the same. Save your money on the basics and splurge on specialty items like gourmet chocolate chips or vanilla extract where the quality differences actually matter.
Kirkland Signature Diapers: Made by Huggies
In a 2017 interview with the Wall Street Journal, Costco finance chief Richard Galanti confirmed that Huggies maker Kimberly-Clark is the manufacturer of Kirkland Signature Diapers. Kimberly-Clark, the maker of Huggies diapers, produces Kirkland Signature diapers for Costco, Costco executives have said. This partnership makes perfect sense when you consider the volume Costco moves.
Parents spend a fortune on diapers. Costco sells its diapers for around $0.18 per diaper while Costco sells Huggies for $0.24 per diaper. When you’re going through dozens of diapers a week, those savings add up incredibly fast. You’re getting Kimberly-Clark quality and reliability without paying for the Huggies branding. Note that Kirkland diapers are no longer made by Kimberly-Clark as of 2025, so always check current manufacturing partnerships.
The secret is out. Contrary to popular belief, private-label products often come from the same factories that produce name-brands, with manufacturers simply adjusting the recipe slightly or using different packaging to fulfill a contract with a particular retailer. One of every four food and non-food grocery products purchased by U.S. consumers in all outlets is a store brand. These aren’t inferior knockoffs. They’re often the exact same products made by the exact same companies.
According to a study by the Private Label Manufacturers Association, consumers can save an average of 25 to 30 percent on their grocery bills by choosing store-brand options over name brands. For a family, that translates to hundreds or even thousands of dollars saved annually. The quality is there, the safety standards are identical, and in many cases, you’re literally buying the same product with a different label. What do you think about these store-brand secrets? Have you made the switch on any of these items?
