Private Brand Batteries Stack Up Well

Kirklands BatteriesCBS Chicago Channel 2’s Roseanne Tellez has tips that could help viewers save a bundle this holiday on batteries. Some may swear by name brand batteries like Duracell. But Consumer Reports just did a study and Costco’s Kirkland private brand batteries did just as well for a fraction of the price.

In a test of 15 popular AA batteries—name brand and store brand—Costco’s Kirkland performed just as well as Coppertops. While Duracells sell for 79 cents per battery, the Kirklands earned the magazine’s “Best Buy” at just 27 cents each. That’s a savings of 52 cents per battery for Costco members.

The magazine also rated CVS and Walgreens private brands “very good.


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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.