Private label brands used to be pretty yucky/sucky-the whole proposition in terms of quality, taste, etc. Cost means nothing if it's not worth eating. Cheap is not cheap if you can't swallow it-literally. Private Label from Whole Foods to Trader Joe's to traditional grocery stores now have brands that really deliver great tasting products in many categories providing value that is obvious.
Private Labels have made traditional brands better, especially now in today's economy. Better value driven...because they had no choice. Competition makes for better games in sports, it makes for better value in store....through greater innovation, efficiency and net net stepping up differentiating desire.
Trader Joes has great PL BBQ potato chips, but these new Kettle Cheddar are like "OMG"!!!!!