Retailers are investing more in once-neglected store brands

Store brands have often been nothing to write home about, much less bring home. But according to the Wall Street Journal, some of the country’s biggest retailers from Whole Foods to ShopRite are zhushing up the once-unpalatable, cheaper alternatives to the food you really wanted. And while those stores would probably argue the difference between those generic corn flakes and the real thing is mostly in our heads—and in marketing—they’re stepping up their in-house products. Better packaging, different ingredients, and buzzword descriptions that say “premium” more than “runner-up.” So you’ll get Target frozen pizzas with “hand-stretched dough” that brings Neapolitan pies to mind. Theoretically.

Also tagged

The Counter Stories by our editors.