Not really a secret to anyone, private label is often made by the same places that do the name brand stuff with the same quality. Tons of retailers do this.
We have been going to Aldi for many years here in the ATL, and recently Lidl just opened here. We like both stores for staples and fresh food deals but I prefer Kroger for most stuff simply because the combo of sales and digital/printed coupons for name-brand stuff is often better than what you can get at the discounters for private label. Kroger regularly gives me some really good coupons on their own brand too.