These are the commissary’s new in-house ‘generic’ brands

By Amy Bushatz, and

Commissary's new in-house brands

Remember how the commissary is launching a new private label in-house brand, also known as a “generic?”

You’ve seen and purchased generic brands at stores before. Brands like Walmart’s “Great Value” or Safeway/Carr’s “Organic 360” are generics. Other stores are less fancy with their generic titles. At Kroger, for example, you have the …. wait for it … “Kroger” brand.

Early this month the commissary announced the names and logos for their in-stores brands. To come up with these they surveyed hundreds of shoppers, officials said in a release, and “conducted extensive research.”

They are … (drum roll please) …

Freedom’s Choice


and …



HomeBase will be used for non-food products like paper goods and household items, they said, and Freedom’s Choice will be food items.

The use of a generic brand in the store is part of the larger plan that allows the commissary to no longer sell goods at cost (plus that 5 percent surcharge that is technically not a tax but definitely feels like one). Instead they can sell items at a price point that allows them to turn a profit.

About 400 items using these brands will be in commissaries by May, with 1,000 more by the end of the year, according to a press release.