The October 2009 issue of Consumers Reports has an article comparing store brands with national brands. They did a blind taste test.
They compared Lindt Swiss Tradition DeLuxe Collection with Kirkland Signature -(COSTCO)Belgium. It was a tie. Lindt cost $1.86 per ounce and the Kirkland cost 75 cents per ounce.
Again this was a blind taste test. Don't let chocolate "snobs" confuse the issue.
EDITED to specify Kirkland is COSTCO's store brand.
They compared Lindt Swiss Tradition DeLuxe Collection with Kirkland Signature -(COSTCO)Belgium. It was a tie. Lindt cost $1.86 per ounce and the Kirkland cost 75 cents per ounce.
Again this was a blind taste test. Don't let chocolate "snobs" confuse the issue.
EDITED to specify Kirkland is COSTCO's store brand.

For me, I'll stick to the name brands since they do tend to taste better.