6 Store Brands That Quietly Became the Cheapest…

6 Store Brands That Quietly Became the Cheapest Options This Month

In the battle against rising food costs, private label brands are no longer just the generic alternative; they are the smart shopper’s primary defense. As national brands continue to protect their margins with price hikes, store brands have held the line, creating a massive price gap. In January 2026, specific store brand lines have emerged as the clear winners in the price-to-quality ratio. If you haven’t checked these aisles recently, you are likely overpaying.

1. Target’s “Good & Gather” Dairy

Target has aggressively priced its private-label dairy line. While national milk and cheese brands have seen their prices rise, Good & Gather has maintained stable prices. The price gap on shredded cheese and coffee creamers is particularly wide right now. Shoppers can often save over a dollar per package by switching to the Bullseye brand without noticing a difference in meltability or flavor.

2. Walmart’s “Great Value” Pantry Staples

Walmart is fighting hard to keep its “rollbacks” active on pantry basics. Canned goods like beans, tomatoes, and broths under the Great Value label are currently priced significantly lower than competitors. As national soup brands raise prices for winter, the Great Value equivalents offer a nearly identical product for half the cost. It is the most efficient way to stock a winter pantry.

3. Costco’s “Kirkland Signature” Coffee

With the coffee market soaring, Kirkland Signature remains a fortress of value. Their large tins and bags of whole bean coffee, roasted by major partners like Starbucks, offer a price-per-ounce that no grocery store can match. For heavy coffee drinkers, the membership fee pays for itself in coffee savings alone this month.

4. Aldi’s “Simply Nature” Organics

Buying organic in January usually hurts the wallet, but Aldi’s Simply Nature line is bucking the trend. Their organic broths, snacks, and frozen vegetables are priced lower than many conventional national brands at other stores. It effectively eliminates the “organic tax,” allowing shoppers to eat clean without the premium price tag.

5. Kroger’s “Smart Way” Basics

Kroger launched its “Smart Way” line to compete with dollar stores, and it is winning. This no-frills entry-level brand offers the absolute lowest price on the shelf for items like mustard, mayonnaise, and flour. While the packaging is plain, the savings are substantial. For ingredients that get mixed into recipes, this line is the ultimate budget hack.

6. Trader Joe’s Frozen Foods

While not a traditional “store brand” in the same sense, Trader Joe’s entire frozen section acts as one. In January, their frozen meals and vegetable blends are significantly cheaper than the name-brand equivalents found at standard supermarkets. Items like frozen rice blends and gnocchi offer restaurant-quality bases for a fraction of the cost of branded frozen sides.

The Brand Switch Challenge

The easiest way to lower your bill this month is to take the “one-item challenge.” Swap just one name-brand item for its store-brand equivalent each time you shop. The math suggests you will likely keep the switch permanently.