Walmart and Target Private Brand Cereals Score Beat Out National Brands

Great Value Raisin BranIn Consumer Reports’ latest tests of cereals, two Private Brands, Market Pantry Frosted Shredded Wheat from Target and Great Value Raisin Bran from Walmart, tasted Very Good and were deemed Consumer Reports Best Buys, beating out Kellogg’s and Post.

“The taste of fiber-rich cereals has come a long way,” said Maxine Siegel, Food Testing Team Leader at Consumer Reports. “In our latest tests, we found that you can buy shredded wheat and raisin bran by price, not name brand, and still expect similar quality in taste and nutrition.”

Overall, 18 cereals tasted at least very good or better in Consumer Reports’ latest tests, and 11 were Very Good or Excellent for nutrition. Bear Naked Fruit and Nut granola was the only cereal that was excellent for taste, with clusters, pecans, walnuts, almonds, raisins, cranberries, sesame seeds, coconut slivers, brown sugar, honey and cinnamon. But its overall nutrition was fair – 140 calories and two grams of fiber per quarter-cup serving.

Granolas, often thought of as healthy, are among the highest in calories and fat. The granola cereals Consumer Reports tested had up to ten grams of fat per serving, compared with one gram in the other types of cereals.

Four cereals were both very tasty and very nutritious based on calories, fat, sodium, sugars, iron, calcium, and fiber: Kellogg’s All-Bran Original, Post Grape-Nuts The Original, Post Shredded Wheat Original Spoon Size, and Post Shredded Wheat Wheat n’ Bran Spoon Size.

Read the full report and ratings of cereals are in the September 2013 issue of Consumer Reports.

 



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.