Home and Away's Lyn McGranger would normally be paid to endorse brands but today she is lending her name to no-names and she was not paid a cent.
"I use generic beans, coconut cream, things like cling wrap," she said.
"Cling wrap is cling wrap, for goodness sake."
No-name, No Frills, Home Brand, Coles Savings, generics in Australia are up by 6 per cent.
Their share of the grocery market is 22 per cent which is an all-time high.
Mix 106.5's Todd McKenny is attacking the prejudice that has long plagued the world of Black and Gold.
"I think a lot of the generic brands are tastier than the others," he said.
"I would go Black and Gold every time."
Gerry Harvey is a celebrity of sorts but you will not see his name anywhere near a generic label.
"I see something from a third world country in a tin, I am not going to buy it," he said.
"I don't know who the hell packed that in that funny place.
"I am a brand snob."
Estimated to be worth more than $700 million, Gerry can afford to snub the cheaper generics but the retail king is adamant the real issue is not price, but quality.
"You can go into any supermarket, it's disgusting. Why do you think we are all overweight? It is all the crap they sell in there," he said.
Private label products contain significantly more sodium, saturated and trans fats and are more energy dense than branded products.
Previously, Dr Lynn Roberts from the Heart Foundation has slammed generic labels.
Cheaper foods often equal cheaper, less healthy ingredients.
Nutritionist Zoe Bingley-Pullin compared generics with some everyday brands.
"From a nutritional stand point, I would probably go more branded products," she said.
The supermarkets spend big money pushing their private lines but one big retailer remains unconvinced.
"It is cheaper because they put in inferior ingredients, it is not as good," Zoe said.
"The retailer makes more money, it is all about how much money you make."
Zoe Bingley-Pullin's book Eat, Taste, Nutrition is available at all good bookstores.Visit www.nutritionaledge.com.au for more information.
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