How store brands went from shamed to chic

Aug 17, 2022
Once seen as low quality and unattractive, generics have undergone a makeover to private-label "exclusive."
"Often the consumers don’t think of the Trader Joe's private label as a private label," says Dartmouth professor Kusum Ailawadi. "They think of it as exclusive products that I can’t find anywhere."
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Store brands are becoming more popular during the pandemic

Feb 8, 2021
And not just because they're more affordable.
The stigma of buying generic simply isn't there anymore, generally speaking.
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Target seeks grocery lift from private-label foods

Aug 16, 2016
Target wants its in-house food brands to boost its grocery business.
Target culinary development scientist Catherine Potter experiments with a recipe that will go on the back of a package of meatballs under the store’s Simply Balanced brand. Target has been investing more energy in its in-house brands as it seeks to boost grocery sales.
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