[ahoyhere]

Um, everything I've read says that supermarket brand foods are often name brand excess sold under private label. Yes/no?

[anamax]

You're both correct/wrong. (Except that the premium store brands are not "excess" - they're planned that way.)

Some store brand products are premium equivs while some aren't. (Some stores even have two brands so they can compete with the premium with the same quality at a slightly lower price and at lesser quality at a significantly lower price.)

There was a big Harvard Biz Review article about store brand strategies several years ago.