Publix Turns Up the Heat to Prove Store Brands are as Good as National Brands

I'm a big user of store and generic brands and have even done my own series of price wars on this blog comparing them to national brands (see Save Big Money by Using Generic/Store Brands -- Even I Didn't Know the Savings Were This Big!!! and Health and Beauty Aids: Walmart versus Costco, Kirkland Brand versus Equate Brand -- Which is the Best Deal? for details.) The bottom line is that you can save a TON of money using store and generic brands and their quality/effectiveness is almost always just as good as those of the national brands. (Food varies more than non-food items, but there's usually no risk to trying them as most retailers have a "you'll like it or your money back" guarantee on their store brand.) And in many cases, the store brand is the exact same product as the national brand!

Well, now a retailer is willing to prove that their products are just as good as the national brands. Publix, a grocery store chain in Florida, is fielding a unique promotion for its store brands. The details:

Publix Super Markets Inc. has the packaged-goods industry chattering about the launch of an unusual national brand comparison challenge.

Beginning April 26, the Lakeland-based chain will offer a buy-one-get-one-free deal for selected national brand products matched with the Publix label version of the same product.

The first week's products will include a 64-ounce container of Welch's grape juice, an 18.2-ounce box of Kellogg's Raisin Bran Crunch and 12-ounce package of Thomas' English Muffins. Buy one of them during the promotion and Publix will toss in its version free.

Wow. The shopper gets a great deal and Publix gets the chance to convert people to its brand.

And why would people want to convert? How about to pay less for the same quality products:

It's an attempt to convince shoppers Publix brands are as good as popular national brand rivals sold on the same shelf at a 20 to 30 percent higher price.

Assuming you spend $400 a month on food (which is what we do), switching to store brands could save you around $1,000 a year!

I also found this interesting:

Grocers typically get up to 20 percent of their business from their own store brands, some of which are made by the same manufacturer but more often are not. In recent years most grocers stepped up the quality and promotion of their own private-label products as part of their chain's overall brand image. It's a trend some experts think corrodes the future of national brands.

So, do you think this will work? I do. Why? First of all, I believe store brands are usually just as good and national brands. Then, there's this:

Publix tested the promotion last spring in 100 stores in Alabama and in Hillsborough and Pasco counties. Enough shoppers switched to the Publix brand for the chain to expand the offer this spring to all 900 stores.

So they know it will work. And that's because people can save a bundle of money while getting items that are as good in quality as the national brands.

Very interesting indeed.

Comments

[OneWayorAnotherWay]

Will Publix be coming to California?

[Kimberly]

Publix is so awesome. One of the few things I miss about Florida.

[MoleOnABull]

I love Publix!!!!!!!!!!!!!!

Another great reason for me to never live anywhere but Florida :-)

well actually... I know, they have stores throughout the Southeast. but still, I like Florida. its nice ;-)

p.s. OneWayorAnotherWay,
Maybe soon... but for now, you're outta luck. Also, I checked out your blog via the DollarBuyDollar blog... welcome to the blogosphere.

[FRANK WHITFIELD]

pUBLIX IN OCOEE ,FL SUCKS THEY HAVE LOW SELECTION , BAD SERVICE , AND STALE FOOD I HAVE TO DRIVE OUT OF MY WAY TO GET TO A GOOD ONE , IN GENERAL PUBLIX IS A GREAT PLACE TO SHOP

[bob winter]

i feel about same way about the winter garden location , selection is great cashier RUDE..... where shopping is a PRESSURE .......

[MoleOnABull]

Frank and Bob,
Sorry to hear that... I live around the area where Publix originated from, so the stores are all quite clean and well-stocked and friendly. That might one of the reasons they're all nice though, because this is Publix Land.

[Publix Employee]

I work for Publix in Melbourne Florida and I think they're great!! We have great products, superior service and our store is exceptionally clean.
We even beat two neighboring Publix's in mystery shopping reports every time. We have the best team of associates in the area. Thanks to Mr. J. and Mr. G. who maintains what Mr. J started!!