Private Label Food: From Generic to Genuine Brand Power

 

For decades, “private label” food products—also known as store brands—were considered the affordable, no-frills alternative to big national names like Heinz, Campbell’s Soup, Folgers, or Jif. They were the economic choice, not the emotional one. But in 2025, the tables have turned. What was once “generic” has become genuinely powerful: private label foods are now brands of their own—with loyal followings, elevated quality, and cultural cachet according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

The Historical Shift: From Knockoff to Knockout

Private label products first gained momentum in the 1970s and 1980s during economic downturns, when consumers sought ways to stretch grocery budgets. Back then, they were packaged plainly and marketed purely on price. The appeal was value, not flavor, not quality, and certainly not experience.

But in the past 15 years—particularly after the 2008 recession, the COVID-19 pandemic, and the inflation spikes of the early 2020s—consumers redefined what value means. It’s no longer just about price; it’s about trust, taste, and transparency. Store brands evolved with that shift, becoming culinary and lifestyle statements.

Today, private label accounts for nearly one in five grocery dollars in the U.S., and in some retailers like Trader Joe’s, that share soars above 80%. The power dynamic has flipped: national brands now chase the authenticity that once defined them, while retailers have built ecosystems of taste, convenience, and community around their own names.

 

Trader Joe’s: Cult Classics in Every Aisle

Trader Joe’s pioneered private label emotional branding. More than 80% of its products are private label, but few shoppers even realize it—they simply know they love Trader Joe’s food.

Four standouts:

1.       Everything But the Bagel Seasoning – A viral sensation that became a pantry staple nationwide and inspired a dozen imitations from major spice companies.

2.       Mandarin Orange Chicken – Once rated America’s favorite frozen entrée by Consumer Reports, it’s a cult favorite that outperforms many national frozen brands.

3.       Joe-Joe’s Cookies – Trader Joe’s spin on Oreos turned a copycat into an icon with seasonal twists like peppermint and pumpkin spice.

4.       Two-Buck Chuck (Charles Shaw Wine) – The private label wine that changed the perception of affordable alcohol forever.

Trader Joe’s proves that private label can be synonymous with fun, quirky, and craveable—a far cry from its 1980s reputation as “budget-only” food.

 

Costco: The Premiumization of Private Label

Costco’s Kirkland Signature brand launched in 1995, named after the company’s hometown in Washington state. Initially intended as a cost-saver, it’s now a badge of quality and trust. Many Kirkland products are co-manufactured by major national brands—but often outperform their partners in consumer satisfaction.

Four icons of Costco’s private label success:

1.       Kirkland Signature Organic Peanut Butter – Known for its pure ingredients and outperforming Jif and Skippy in taste tests.

2.       Kirkland Signature Vodka – Rumored to be sourced from Grey Goose’s distillery, it became a luxury-status steal at half the price.

3.       Kirkland Rotisserie Chicken – At $4.99, it’s a legend of loss-leader strategy and sells over 100 million units annually, generating a loyal weekly foot traffic ritual.

4.       Kirkland Extra Virgin Olive Oil – Rated top-tier in blind tastings by Consumer Reports, surpassing global imported brands.

Costco elevated private label into a trust brand, synonymous with quality at scale—and it did so without sacrificing the simplicity of its value-driven DNA.

 

Wawa: Private Label with a Regional Soul

Wawa, the East Coast convenience store phenomenon, blends foodservice with retail like few others. Its private label strategy focuses on portable comfort food, freshness, and a strong sense of community loyalty. In Wawa’s case, the brand is the experience.

Four private label favorites:

1.       Wawa Coffee – A regional cult obsession, roasted exclusively for Wawa and often chosen over Starbucks or Dunkin’ by loyal customers.

2.       Wawa Hoagies – Technically foodservice, but branded as Wawa’s own—signature recipes that have made the chain a sandwich icon.

3.       Wawa Snacks (Chips, Pretzels, Trail Mixes) – Localized, familiar flavors that reinforce Wawa’s “made-for-you” appeal.

4.       Wawa Milk and Dairy Line – Dating back to its origins as a dairy company in the 1900s, this private label anchors its authenticity.

Wawa’s private label success shows that heritage, heart, and hometown connection can make a store brand feel irreplaceable.

 

Legacy National Brands: Stuck Between Shelf and Sentiment

Meanwhile, legacy giants like Heinz, Campbell’s Soup, Folgers, and Jif are navigating an identity crisis.

·       Heinz, once an icon of consistency, now faces copycat competition from retailer sauces that promise fewer ingredients and cleaner labels.

·       Campbell’s Soup suffers from what analysts call “heritage fatigue”—a comfort brand outpaced by fresh, ready-to-eat and globally inspired options in the same aisle.

·       Folgers struggles against modern craft and cold brew movements, while store brands introduce premium single-origin or organic blends at similar prices.

·       Jif once owned the peanut butter category, but now competes head-on with private labels like Kirkland and Trader Joe’s, which emphasize purity and naturalness over nostalgia.

These brands still have power—but it’s rooted in history, not momentum. Private label competitors are rewriting the story with agility, authenticity, and direct connection to the shopper.

 

Insights from the Grocerant Guru®

1.       Portability Meets Private Label Power
Private labels are moving beyond the shelf to the hand. Retailers are leveraging ready-to-eat and heat-and-eat meals that carry their own brand voice into cars, offices, and homes. Wawa’s hoagies, Costco’s take-and-bake meals, and Trader Joe’s fresh bowls prove that private label is no longer just about packaging—it’s about portability and presence.

2.       Experience Equals Trust
Shoppers trust brands they can experience daily. Retailers like Wawa and Costco offer in-person sampling, café-style dining, and consistent freshness—all reinforcing emotional loyalty that no jar on a distant shelf can replicate.

3.       Price Is No Longer the Point
The Grocerant Guru® notes that private label food success now rides on perceived value, not price tags. Trader Joe’s doesn’t advertise discounts—it sells discovery. Costco sells confidence. Wawa sells comfort. Each transformed a label into a lifestyle.

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Think About This: The New Age of Private Label Leadership

Private label food is no longer the understudy—it’s the star. While Heinz and Campbell’s built America’s pantry, brands like Wawa, Costco, and Trader Joe’s are building its identity. They’ve proven that control of the shelf means control of the story—and in 2025, that story is all about trust, experience, and the delicious power of brand reinvention.

 

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The Power of Menu Branding: Why Expanding Beyond Four Walls Wins Consumers

 

Food isn’t just eaten—it’s remembered, repeated, and re-purchased. In today’s hyper-competitive food and beverage landscape, restaurants and convenience stores alike are discovering that their menus aren’t just lists of items. They’re brand platforms. When signature products make the leap into grocery aisles, c-store coolers, or even home pantries, they create loyalty, visibility, and entirely new revenue streams.

Put simply: expanding your brand to meet consumers where they already shop is no longer optional—it’s essential.

 

7-Eleven: Icons Built from Everyday Eats

Few brands prove the power of menu branding like 7-Eleven. What could have been everyday items turned into cultural icons:

·       Slurpee – Not just a frozen drink but a cultural moment. Limited-time flavors, collectible cups, and Free Slurpee Day keep it top-of-mind.

·       Big Bite Hot Dogs – A roller-grill snack transformed into a named, craveable product.

·       7-Eleven Coffee – Marketed as customizable, convenient, and affordable, it rivals national chains for morning loyalty.

·       Private Label Expansion – From taquitos to bakery, 7-Eleven’s house brands deliver both margin and consistency, embedding themselves in the daily habits of customers.

7-Eleven shows how consistent branding across categories builds recognition, trust, and attachment—even outside the traditional definition of “restaurant.”

 

Restaurants Going Beyond the Counter

Restaurants have followed suit, extending their most iconic menu items into grocery stores and retail channels:

1.       Wienerschnitzel – Partnered with Golden West Food Group to launch frozen corn dogs in grocery freezers across California and Nevada. Now, fans don’t have to visit a drive-thru to taste the classic.

2.       Taco Bell – Sauces, taco kits, and frozen meals keep Taco Bell’s “Live Más” experience alive at home.

3.       Starbucks – Bottled Frappuccinos, cold brew cans, and retail coffee beans bring the café experience into daily life.

4.       Chick-fil-A – First sauces, then bottled salad dressings, rolled out nationally after successful pilots. These now anchor grocery aisles with the same appeal as their restaurant counters.

 

Why Brand Expansion Matters

According to the Grocerant Guru®, the smartest brands know that the battle for relevance is won by meeting consumers where they are. Four big reasons stand out:

1.       Accessibility Builds Loyalty – Consumers who can enjoy your brand in multiple settings develop deeper habits.

2.       Your Menu = Your Media – Every grocery shelf, freezer case, or c-store display is unpaid advertising once your product earns its spot.

3.       Diversified Revenue = Resilience – When restaurant traffic dips, retail channels help stabilize revenue.

4.       Consumers Want Lifestyle Brands – Today’s shoppers buy identity as much as meals. Branded sauces, drinks, or frozen meals let them live the brand at home.

 

The Data Behind Brand Power

The numbers show that brand expansion is not just good marketing—it’s good business.

·       Private label growth is surging: In 2024, U.S. private label sales rose 3.9% year-over-year to $271B, while national brands grew just 1.0%. Private label now accounts for roughly 22% of total CPG dollars.

·       Retail visibility drives lift: In-store digital ad campaigns for CPGs average a 14% incremental sales lift, with top campaigns delivering 17.6%. Effective merchandising can add +10–30% to category sales.

·       Premiumization is rising: Consumers no longer see private label as cheap knock-offs. Retailers are investing in better packaging, sustainability, and quality—mirroring the way restaurants position themselves.

 

Case Studies: What Success Looks Like

Real-world examples prove just how powerful restaurant-to-grocery moves can be.

·       Chick-fil-A Sauces & Dressings
First piloted in 2020, Chick-fil-A sauces quickly became retail staples. After testing bottled dressings in select states in 2022, they expanded nationwide in 2023, validating consumer demand. While exact sales data isn’t public, the nationwide rollout signals strong performance.

·       Mars Wrigley In-Store Lift
Campaigns for Snickers and Twix in grocery stores drove +22.4% lift for Snickers and +13.4% lift for Twix versus control stores. This shows what happens when already iconic brands combine strong identity with in-store visibility.

·       CPG In-Store Media Meta-Study
Grocery TV’s meta-analysis found an average 14% incremental lift across multiple CPG brands, proving retail expansion is amplified by smart in-store marketing.

·       Tesco Finest (UK)
Tesco’s premium private-label range, marketed as “restaurant quality at home,” saw an 18% sales increase in 2025, contributing to a 5.1% overall sales rise for the retailer. The success underscores consumer willingness to pay for elevated, restaurant-style offerings at retail.

Is it Your Time To Build

Share of Stomach? 

 

Think About Expanding Where Your Consumers Live

From 7-Eleven’s Slurpee to Wienerschnitzel’s frozen corn dogs, Chick-fil-A’s sauces, and Starbucks’ ready-to-drink bottles, the playbook is clear: when your brand extends into the consumer’s everyday spaces, it grows stronger.

As the Grocerant Guru® puts it:
“Food isn’t just eaten. It’s remembered, repeated, and re-purchased. The more places your brand lives, the more places it wins.”

Success Leaves Clues—Are You Ready to Find Yours?

One key insight that continues to drive success is this: "The consumer is dynamic, not static." This principle is the foundation of our work at Foodservice Solutions®, where Steven Johnson, the Grocerant Guru®, has been helping brands stay relevant in an ever-evolving market.

Want to strengthen your brand’s connection with today’s consumers? Let’s talk. Call 253-759-7869 for more information.

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The Power of Chicken: A Historical Perspective on Fast Food's Unlikely King

 

In the fast-food world, chicken has emerged as a quiet yet formidable force, steadily reclaiming its place at the center of the plate, according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Once a top contender in the industry, chicken's appeal surged through the efforts of KFC (Kentucky Fried Chicken), which pioneered the idea of chicken as a convenient, crave-worthy meal option. Though it was temporarily overshadowed by the explosive rise of burgers and pizza, chicken is back with a vengeance. Now, as exemplified by McDonald’s recent launch of the Chicken Big Mac, chicken is once again a powerful driver of sales and profits in the fast-food sector.

The Early Dominance of KFC

The rise of fast-food chicken began with KFC, founded by Colonel Harland Sanders in 1952. Sanders, known for his secret blend of 11 herbs and spices, revolutionized the way people perceived fried chicken. With a mix of flavor, speed, and convenience, KFC became a juggernaut in the American food scene, quickly expanding into a global brand. By the 1960s, KFC’s success cemented fried chicken as a staple, elevating it from a traditional home-cooked meal to a fast-food phenomenon. KFC dominated the fast-food landscape by offering a unique product in a market that was rapidly becoming saturated with hamburgers.

However, as fast-food chains expanded and evolved, KFC’s dominance would be challenged. The 1970s and 1980s saw the rise of the "burger wars" led by McDonald's and Burger King, with pizza chains like Pizza Hut joining the fray to capture the hearts (and stomachs) of a rapidly growing fast-food customer base. Chicken, while still popular, took a back seat as burgers became synonymous with fast food.

The Rise of Burgers and Pizza

The late 20th century marked the golden era for burgers and pizza. McDonald’s, which had launched its iconic Big Mac in 1968, soon became the dominant player in the fast-food industry. With its focus on burgers, fries, and an efficient assembly-line kitchen, McDonald’s redefined what fast food could be. Burger King, Wendy’s, and other burger chains followed suit, capitalizing on the appeal of beef-based meals that could be produced quickly and consistently.

At the same time, pizza chains like Pizza Hut and Domino’s gained ground by focusing on delivery and family-sized offerings. Pizza became a beloved fast-food option, particularly in the growing suburban markets, and chicken was somewhat left behind. Even KFC began to struggle, as it failed to innovate at the same rate as its competitors. As a result, KFC's market share stagnated, and chicken—once a staple of the fast-food landscape—was sidelined.

Chicken’s Comeback: Fast, Flavorful, and Profitable

But chicken wasn’t destined to remain in the shadows. In the 21st century, consumer preferences began shifting toward healthier, lighter protein options, and chicken made a comeback. Unlike beef, which was often associated with higher fat content, chicken became perceived as a healthier alternative. As dietary trends shifted and consumers sought more diverse and flexible meal options, fast-food chains began reintroducing chicken with a new twist.

A pivotal moment came in 2019, when Popeyes launched its chicken sandwich, sparking the so-called "chicken sandwich wars." The sandwich was so popular that it sold out within weeks, generating an unprecedented frenzy on social media. Popeyes’ success signaled that chicken had reestablished its place as a centerpiece in fast food. Other chains, including Chick-fil-A and Wendy's, quickly jumped on the bandwagon, launching their own versions of chicken sandwiches to capitalize on the demand.

McDonald’s Embraces the Chicken Boom

McDonald’s has been particularly strategic in leveraging the resurgence of chicken. Following the success of its McCrispy Chicken sandwich, which was launched in 2022 and has since become a $1 billion brand across multiple markets, McDonald's has doubled down on its chicken offerings. Now, with the introduction of the Chicken Big Mac, the global burger giant is signaling that chicken may well be the new centerpiece of fast food.

The Chicken Big Mac, debuting in the U.S. in October 2024 after successful tests overseas, is a direct reflection of this shift. Featuring two tempura-battered chicken patties, the Chicken Big Mac retains all the familiar elements of the original Big Mac—lettuce, special sauce, pickles, and cheese—yet replaces the beef patties with chicken. Its introduction in the U.K. was so successful that it sold out within 10 days, earning it the title of “the most successful food promotion ever” according to McDonald's CEO Chris Kempczinski.

In a remarkable turn of events, Kempczinski revealed that McDonald’s chicken sales are now on par with its beef sales. This balance between chicken and beef signals a clear shift in consumer preferences. Chicken’s global appeal, coupled with its perceived health benefits, has positioned it as a category that is “twice the size of beef globally and growing at a faster rate,” according to Kempczinski.

Chicken: Once Again King of the Plate

Today, chicken's versatility and broad appeal make it a critical component of fast-food menus. Its ability to be grilled, fried, baked, or even spiced in unique ways gives fast-food chains endless possibilities to innovate. Chains like Chick-fil-A, Popeyes, and KFC have proven that customers will flock to chicken, particularly when it is positioned as both flavorful and convenient. As McDonald's prepares to launch the Chicken Big Mac nationwide, the message is clear: chicken is once again king.

Fast food’s love affair with chicken isn’t just about taste—it’s about profitability. Chicken is cheaper to produce than beef, allowing chains to offer it at competitive prices while maintaining healthy margins. McDonald's sees “significant opportunity for growth in chicken,” and with campaigns that tap into youth culture and viral marketing, such as its pop-up dining experiences and collaborations with influencers like Kai Cenat, the brand is pushing chicken to the forefront of its strategy.

As chicken continues to dominate, one thing is certain: it has earned its place not just as a fast-food alternative, but as the star of the show. From its early days with KFC to the modern-day Chicken Big Mac, chicken’s journey is a testament to its staying power, adaptability, and profitability in the fast-paced world of fast food.

Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.