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Most food. I generally try the generics/store brands but a lot of time they're way worse.
A lot of the time they're completely identical too though. Don't get me wrong, you won't find me buying own brand for plenty of items but certain cereals and various ingredients are literally identical. To the extent that the only thing that changes at the factory is a new package design is loaded into the machinery for the branded version, that's literally it.
Wife and I love albanese gummy bears, and realized that H‑E‑B’s (our grocery store) store brand where just albanese but like 1/3 the cost.
I've never been disappointed by Kirkland brand anything.
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