Revenge of the Generic

Copying Target's model, chains such as Office Max and Costco are developing more upscale, store-brand products and customers are buying them

BusinessWeek, December 27, 2006 — It used to be that few people would admit to buying generic. You remember, those almost comically minimalist packages of food, starkly decorated with text indicating the contents—"Spaghetti" or "Frozen Peas"—produced and sold by grocery-store chains