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Why Costco's Kirkland Signature Cola Ultimately Failed By Cassie Womack Nov. 25, 2025 6:00 pm EST

Store brands are having a moment. Aldi has started upping their own brand game, and Trader Joe's products garner a cult-like following from fans. But customers can thank Costco for starting the trend. The retailer made a smart business decision by becoming the first to prioritize high-quality store brand products through its in-house Kirkland brand.

Kirkland products go through a rigorous development process. According to Costco CEO Ron Vachris, products won't hit the shelves unless they have an advantage over the leading national brand — not only in terms of price but also quality. The retailer's commitment to quality has paid off. Costco is o

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