Kroger’s Best Kept Secret: 17 Store Brands That Beat the Name Brands

Skip the logo and pay for the flavor.

As brand-name prices keep climbing this December, Kroger’s Private Selection and Simple Truth lines are quietly outshining the “big guys” with better quality, cleaner ingredients, and seasonal standouts.

Sprite Vanilla Frost (Exclusive) — $8.99 (12-pack)

• Better than: Any other seasonal soda

• The Win: This is the #1 buzzing item for December 2025. Fans are literally “bummed” because it’s only at Kroger. It tastes like a mix of lemon cake and a vanilla lollipop.

• The Savings: It’s a retail exclusive, so buying it here avoids the $15+ “reseller” prices found on eBay or third-party sites.

Private Selection Amaretto Cherry Cordial Ice Cream — $2.99 (Pint)

• Better than: Ben & Jerry’s or Graeter’s

• The Win: Kroger’s ice cream is manufactured in their own plants, and fans swear this seasonal flavor has larger chocolate chunks and a more “authentic” almond-cherry swirl than boutique brands.

• The Savings: Over $2.00 cheaper than a pint of Ben & Jerry’s.

Private Selection Croissant Loaf — $4.49

• Better than: Pepperidge Farm or Thomas’

• The Win: This went viral for a reason. It is a literal loaf of bread made of croissant layers. Fans say it makes the “world’s best” French toast for Christmas morning.

• The Savings: About $1.00 less than premium brioche loaves.

Simple Truth Cheese & Uncured Bacon Egg Bites — $3.99 (2 ct)

• Better than: Starbucks Egg Bites

• The Win: These are widely considered the ultimate “dupe.” They have a smoother, more velvety texture than the name-brand frozen versions and are far cheaper than the coffee shop price.

• The Savings: Half the price of a trip to Starbucks.

Private Selection Black Raspberry Chocolate Chip — $2.99 (Pint)

• Better than: Graeter’s ($6.00+)

• The Win: This is a legendary Kroger product. Blind taste tests frequently rank this as nearly identical to the $7-a-pint “famous” version found in gourmet shops.

• The Savings: 50% savings on a high-end gourmet experience.

Private Selection Bronze Cut Pasta — $1.99 (16 oz)

• Better than: Barilla or De Cecco

• The Win: “Bronze cut” means the pasta has a rough texture that actually holds onto sauce. Most name brands are “Teflon-cut” (smooth), which causes sauce to slide off.

• The Savings: You get “artisanal” quality for the price of standard dry pasta.

Simple Truth Organic Cold Brew Coffee — $4.99 (32 oz)

• Better than: Starbucks or Stok

• The Win: Taste of Home recently rated this the #1 store-brand cold brew, citing a “smooth, robust flavor” that lacked the bitterness found in the more expensive Starbucks jugs.

• The Savings: Saves you roughly $1.50 per bottle.

Private Selection Spicy Maple Bourbon Pickles — $3.99 (24 oz)

• Better than: Famous Dave’s or Clausen

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• The Win: A new 2025 favorite for charcuterie boards. The balance of heat and sweet is much more complex than the “sugar-heavy” name brands.

• The Savings: A unique flavor profile you usually only find at farmer’s markets for $8+.

Kroger Pizza Snack Rolls — $3.49 (40 ct)

• Better than: Totino’s

• The Win: The Chicago Tribune taste-tested these and found they “blow Totino’s out of the water” due to a better spice blend in the sauce and a less “mushy” crust.

• The Savings: About $0.75 to $1.00 cheaper per bag.

Private Selection Frozen Lasagna (Meat & Ricotta) — $13.99 (Family Size)

• Better than: Stouffer’s

• The Win: Fans claim the Private Selection version uses real ricotta instead of the “cheesy paste” found in other frozen brands, and the Italian sausage is chunkier and better seasoned.

Simple Truth Buttermilk Vanilla Protein Waffles — $3.79 (6 ct)

• Better than: Kodiak Cakes

• The Win: These have better macros and a “lighter” texture than the often-dense Kodiak version, making them a favorite for fitness-focused fans this December.

Kroger Original Cream Cheese — $1.99 (8 oz)

• Better than: Philadelphia

• The Win: Side-by-side, it has the same fat content and “spreadability.” For holiday baking (cheesecakes), bakers swear there is zero difference in the final product.

• The Savings: Often $1.50 cheaper per brick.

Private Selection Fire Roasted Poblano Ranch — $3.49

• Better than: Hidden Valley or Ken’s

• The Win: A 2025 breakout hit. It has a smoky depth that “Standard” ranch brands just don’t offer, without being overly spicy.

Simple Truth Organic Instant Mushroom Tea — $5.99

• Better than: Four Sigmatic

• The Win: Part of the 2025 “wellness” trend. It offers the same adaptogenic benefits (Lion’s Mane/Chaga) as the expensive $20 boxes for a fraction of the price.

Private Selection Salad Kits (Cheddar Truffle) — $3.99

• Better than: Taylor Farms or Dole

• The Win: Kroger’s new 2025 salad line includes high-end ingredients like truffle-infused cheese and gourmet nuts that make “basic” kits look boring.

Kroger Kettle-Style Hatch Chile Tortilla Chips — $2.49

• Better than: Doritos or Tostitos

• The Win: The “kettle-cooked” method makes these much crunchier than name brands, and the Hatch Chile seasoning is more authentic than “artificial” spicy flavors.

Private Selection Dark Chocolate & Sea Salt Caramel Truffles — $5.00 (Gift Box)

• Better than: Lindt or Ghirardelli

• The Win: These are the “go-to” last-minute host gift. The chocolate is richer and the caramel is “flowy” rather than “chewy.”