I have sold private label products for many years and there is no way that Costco/Walmart or any of the other major retailers are going to sell a private label product that doesn't meet or exceed the quality specs of the major brands. Same product that came out of my factory had multiple labels - prices/advertising budgets varied but the product was essentially the same. Think about it - big retailer has significant leverage on mfg and there is no way he is going to put his name on product if he has exposure.