7 Grocery Store Brands Chefs Prefer to Name Brands

The days when private label meant second-rate quality are long gone. Today’s grocery store brands have evolved into sophisticated alternatives that often match or exceed their name-brand counterparts. Many professional chefs have discovered what savvy shoppers already know – these store brands deliver exceptional quality at unbeatable prices, and sometimes they’re literally made by the same manufacturers as the premium versions.

Trader Joe’s Private Label Collection

Trader Joe’s tops our first ranking of loyalty-boosting own-label brands in US grocery, and the company’s topped the list on the back of consumer enthusiasm for its private-label product innovation. Professional chefs appreciate the unique flavor profiles and quality ingredients found throughout their extensive private label line. Numerator estimates that 59.4% of the company’s sales come from its own line of products, making it clear that Trader Joe’s private label brand is a fan favorite. The company has built a cult following among culinary professionals who value innovation and consistent quality in their ingredient sourcing.

Kirkland Signature from Costco

Packages of Kirkland’s coffee used to say that they’re roasted by Starbucks Coffee Company. Though some Kirkland coffee is still roasted by Starbucks, others may come from brands like Green Mountain and San Francisco Bay Coffee. Regardless of which major brand is making Kirkland’s, you’re getting a great deal by snagging the Costco store brand. Chefs particularly value the coffee line for its consistent roasting profiles and significant cost savings. We were delighted to find out that Kirkland Signature tuna is made by Bumble Bee! The cheapest we found a 7 oz., 8-Count package of Bumble Bee was $24.99 so you’re saving AT LEAST $6 when you choose Kirkland.

H-E-B Store Brand

Texas grocer H-E-B tops our second ranking of US own-label brands. Texas-based regional gem H-E-B takes the top spot, reflecting its leadership in fresh chicken and bread. Culinary professionals in Texas have long recognized H-E-B’s commitment to quality in their private label products. The chain’s focus on fresh ingredients and local sourcing has earned them recognition from professional chefs who value consistency and flavor in their cooking ingredients. Next among retailers selling food were Costco Wholesale (34%), H-E-B (33%), Sam’s Club (33%).

Kroger’s Private Selection and Simple Truth

It recently built a Culinary Innovation Center close to its headquarters in Cincinnati. There, chefs and other members of the company’s culinary team cook up new private labels and fresh meals. This investment in culinary expertise shows in their product development. He pointed to hot sauce as an example: Although there’s been lots of buzz around Sriracha, Kroger also offers peri peri sauce, made using African chilis, as well as an aji amarillo sauce made with Peruvian peppers, under its Private Selection brand. Professional chefs appreciate these unique flavor profiles that aren’t available from major national brands.

Whole Foods 365 Everyday Value

Whole Foods Market’s 365 brand rounds out the fresh and perishables top five, aided by its high-quality packaged salads, which came out on top in their private-label category. Chefs value the organic quality and consistent standards that the 365 brand maintains across all product categories. The brand’s focus on clean ingredients and sustainable sourcing aligns with professional kitchen standards for quality ingredients. Last year, Amazon sold $10 million worth of Whole Foods’ 365 Everyday products on its website.

Great Value from Walmart

According to Store Brands, the conglomerate’s generic brand rakes in more than $27 billion annually. Numerator estimated that 72.7% of shoppers in America buy Great Value products. Many professional chefs have discovered that Great Value products often deliver surprising quality for the price point. Wells Dairy has spent over 30 years working with Walmart to produce Great Value Ice Cream. They began to expand outside of their signature brand Blue Bunny and also manufacture Halo Top and Bomb Pop. This manufacturing partnership ensures consistent quality that meets professional standards.

ALDI’s Exclusive Brands

Grocery retailers represented 17 of the 20 biggest US retailers by private label share of company unit sales, led by own-brand specialists Aldi (80% share) and Trader Joe’s (69%). ALDI’s focus on private label means they invest heavily in quality control and product development. We’ve heard ALDI’s Millville brand was manufactured exclusively for the grocery chain by the big brand, General Mills. Chefs appreciate the consistent quality and value proposition of ALDI’s exclusive brands, which often match or exceed national brand standards at significantly lower prices.

The shift toward high-quality private label brands represents more than just cost savings. A new report from Deloitte shows that private labels deliver 25-30% higher profit margins than name brands. For professional chefs managing food costs while maintaining quality standards, these store brands offer the perfect solution. Shopping expert Trae Bodge confirmed this when Chowhound requested her two cents on the subject, saying, “Many store brands have identical ingredients to the name brand, so I expect the quality to be the same.” What started as budget alternatives have evolved into legitimate competitors that often surpass their name-brand counterparts in taste, quality, and innovation. Have you tried any of these chef-approved store brands in your own kitchen?