Grocery Private label has traditionally stayed firmly entrenched in the endlessly repetitive and undifferentiated cycle of National Brand Equivalence. However, when you step outside of consumer packaged goods retailers are challenging the paradigm.

Washington state based club giant Costco has introduced private brand Kirkland Signature golf balls which according to Forbes magazine have been flying off shelves at $30 per two dozen the initial run of the balls quickly sold out.

But it’s not simply price that is making these balls popular, golf consumer testing website MyGolfSpy tested the balls against the best in class Titleist Pro V1 and the results are stunning.

And customers have reacted well clamoring for the balls which are now being resold on Ebay, the 24-pack selling for between $50 and $100.