What's In A Name?

For a country obsessed with name brands and designer labels, we buy a lot of store brands.

Costco makes more than 200 Kirkland signature products.

Wal Mart sells everything from canned goods and coffee to mouth wash and hand lotion. Even supermarkets have their own brand.

Consumer Reports just tested to see how they stack up.

At the supermarket, instead of buying name brands, Consumer Reports says you can save hundreds of dollars a year buying store brands.

Consumer reports tested a variety of store brands to see how they compare with familiar names like Ziploc plastic bags, Puffs tissues, and Bounty paper towels.

To evaluate paper towels, Joan Muratore soaked them in water. Then she weighed the towels to see how much water they could hold.

And Li Wang tested paper towels to see how strong they are. This special machine measures the amount of force it takes to tear a towel.

They're Kirkland signature paper towels from Costco.

Tests on plastic storage bags turned up similar findings.

Then Kleenex and Puffs were pitted against a variety of store brand tissues.

Sensory panelists evaluated softness, using their standard technique, running their hands along the surface and crumpling to see how pliable the tissues are.

It turns out some of the store brands were as soft as puffs. But when it comes to strength, none was as strong.

So while not every store brand outperforms top name

Brand products, consumer reports' tests show plenty are worth trying. And store brands can save you as much as 50 percent.

Consumer Reports has tested hundreds of store brands over the years.

Several have proved very good like Wal Mart's peanut butter and Kroger's self rising crust four cheese pizza, which is sold at King Sooper stores.

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