I was a dirt-poor college student once, and store-branded products were all I could afford. Depending on the store I was pleasantly surprised with the quality. It also opened my eyes to how overpriced some name brands are. To this day I'm happy with store-brand rice crispies and corn flakes, and found a few store-brand products that are far superior to major brand ones. There are occasional brand-name items that I haven't found store-brand dupes for, so I tend to buy a mix of store and name brand items. Costco's Kirkland stuff is passable, but the best "store brands" I've found so far are HEB, Kroger and Wegman's.