So I just got back from a Menards run and I've noticed something fascinating:
Menards has always had a lot of store brands. But they're really pushing a new food brand called Marcella. Stuff like coffee, jams and jellies, prepared foods, sodas, etc. A lot of it is fairly unique - I bought a maraschino cherry cola on a whim and it was pretty great!
The weird part? They're pricing this in-house stuff higher than name brands. The soda was a tad more expensive than the Sprecher's next to it!