• by Todd Wasserman , July 20, 2022

With our current inflation, sales of store brands are rising, so it’s probably an opportune time for a retailer to make a case for its store brands.

Save A Lot is making that case with a 15-second ad that notes its Frosted Toaster Tarts taste about the same as Kellogg’s Pop Tarts, and its peanut butter and jelly brands are on the same footing as Jif and Smucker’s.

The ad also compares its Mantia’s brand of frozen pizza to DiGiorno and notes that consumers will save “a lot" -- “Like, a lot a lot.”

The effort comes as only four in 10 consumers believe that branded products are better than private label, according to a 2021 survey. Sales of private labels at mass retailers, club stores and dollar store rose 33.2% from 2014 to 2019, per the Private Label Manufacturers Association.

A McKinsey report also noted that COVID was a boon to private label, as 40% of U.S. consumers said they'd tried new products or brands since the start of the outbreak.