A brand is a brand.

We asked some of our shoppers what they thought of new ads from Target claiming that their Market Pantry products taste just as good as any nationally advertised brand. None expressed surprise, disbelief, or irritation with the claim of full taste equality. The idea that store brands are brands too appears to have taken root.

* "With the economy as it is, people are buying more store brands, and stores are trying to make them taste as good and work as well as leading brands. "

* "Store brands are coming into their own, thank goodness. We have found no lack of quality in the store brands at Target, HEB, or Kroger, but buyer must be careful as some stores actually have two, yes, two store brands. HEB's Hill Country Fare is less costly and therefore not as high quality as the HEB brand. One must compare them and decide"

* "I think store brands have been eroding national brands for some time, and this economy has accelerated the changeover. Ritz Crackers are sold under store brand names at half the price. Other examples are toilet paper and paper towels. There is absolutely no reason for the escalation in coffee prices. I could go on and on."

* "Publix occasionally has a promotion where if you buy, for example, Velveeta cheese, they will give you the Publix brand free at the same time so you can compare. The Publix brands are very good, and we use them all the time. "

Happy June, Mona Doyle

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