This week iconic food magazine Bon Appetite features an article from Alex Delaney, “Costco’s Kirkland Signature Is the Best Store Brand There Ever Was”. The article is one-part ode and one-part love letter to Costco’s private brand Kirkland Signature, its quality, reliability and often startling breadth. It is also an illustration of private brands evolution from cheaper second choice to star of the show.
Costco’s Kirkland Signature Is the Best Store Brand There Ever Was
You wouldn’t expect a brand that makes cashmere sweaters, batteries, and 900-count packs of baby wipes to also produce some top-notch food products. Or maybe you would, if you’re the kind of person that has a Costco membership and buys Kirkland Signature brand products on the regular.
Before I had the privilege of a membership, Costco was an image of American overdose: 90-packs of Coors Light, 38-pound bags of potato chips, 2-for-1 cases of Twinkies, and endless fleets of riding lawnmowers. The store’s name conjured images of mobility scooters and castles made from cans of baked beans. What I didn’t realize though was that whether or not these stereotypes were true, the Kirkland Signature brand found inside Costco’s walls is the greatest store brand of all time.