Costco Is CHANGING Kirkland — THESE Prices Just COLLAPSED (September 2026)

What Costco Is Changing About Kirkland (Store Brand Strategy)

Continuous refresh of the Kirkland portfolio

The video claims Costco is discontinuing popular Kirkland items while introducing new (or previously unseen) SKUs—framed as a deliberate, “ruthless” approach to managing the store brand.

Packaging-driven cost optimization

A key theme is reducing unit costs through packaging and materials changes. For example, the video claims Kirkland AAA batteries are being discontinued due to packaging changes—with the newer packaging described as smaller and using less plastic, lowering per-unit costs.

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Concrete Execution Examples (Pricing, Product Quality, “Dupe” Strategy)

Kirkland AAA batteries

• Incumbent: “current packaging” being cleared
• New packaging: smaller carton; batteries not shown on the outside
  • Claimed benefits: lower materials/production cost
• Per-battery price (as stated in the video):
  • Kirkland AAA: $0.35 per battery
  • Duracell AAA: $0.53 per battery (based on a 40-pack)

Kirkland shearling slippers

• New/returned item: unisex shearling slippers “brought back”
• Price: $28.99
• Claimed strategy: “match quality” versus premium options (comparison shown vs UGG)

Kirkland pure vanilla extract

The video describes a repositioning from generic/untagged to Kirkland-labeled:

• Old/generic: $11.99
• New Kirkland: $9.99
• Rationale given: labeling/branding allows Costco to drop price while meeting the same spec (“same exact thing” on label content).

Kirkland coffee and capsule sourcing

• Kirkland K-Cups
  • Claim: made by Keurig
  • Unit economics (as stated):
    • Kirkland K-Cups: ~$0.33 per cup
    • Keurig-branded: ~$0.42 per cup
• Kirkland coffee beans/roasts
  • Claim: Starbucks makes “a lot” of Kirkland coffees (limited detail beyond the sourcing claim)
• “Not competing against itself” narrative
  • The video argues Starbucks earns on both premium and value channels.

Bakery playbook: limited-time seasonal cycles

Fall bakery items are portrayed as limited-time: “once these are gone, they are gone.”

Examples + prices mentioned:

• Pumpkin pie: $5.99 (video mentions “32 lbs of pumpkin pie,” implying batch scale)
• Pumpkin cheesecake w/ whipped topping: $21.99 (video cites “almost 4½ lbs”)
• Pumpkin bar cake: $16.99 (video cites “2½” lb; some weight figures appear garbled)

Inventory clearing via substitution/recipe changes

• Kirkland athletic full-cushion socks (clearance): $6.97 for 8 pairs (cut by half)
• Kirkland socks recipe shift
  • Current: 71% cotton
  • New: 63% cotton + polyester
  • Recommendation: buy now if you prefer higher cotton content.
• Kirkland pepperoni pizza controversy
  • New formulation: cheaper per ounce than prior
  • But customers dislike a crust change (thin-to-“artisan” style)

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Pricing Power & “Between-Location” Variation (Local Ops KPI Behavior)

Local manager decisions drive price variance

The video claims price differences come from local inventory decisions. Example shown:

• Organic dried pineapple tidbits: $11.99 in one location
• Claims as low as $3.97 in others

Practical guidance

• Check local inventory
• Monitor price decreases on return visits (the video suggests some items may drop if stock remains)

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Product-Market Tactics: “Bring It Back” and Test Small Batches

Seasonal comeback mechanic

Examples include returning items after being removed:

• Kirkland chocolate chips
  • Return after cocoa price shocks (“pulled off shelves” previously)
• Kirkland nativity scene
  • Last year: $129
  • This year: $119.99 (down $10)

Small test → scale if it sells

A repeat loop in the video:

• Kirkland sea salt popcorn
  • Launched in small amount, sold quickly (“gang busters”)
  • Then made “back on shelves for good”

Pricing + value comparison:

• Kirkland sea salt popcorn: 28 cents per bag (bag size 65 oz cited)
• SkinnyPop: 50 cents per bag (comparison based on similar bag size)

This is presented as a micro-launch / sell-through test loop.

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Competitive Positioning (Value Engineering vs National Brands)

The video repeatedly contrasts Kirkland vs national brands across:

• Unit economics (per battery / per cup / per wipe / per bag / per carton)
• Packaging/material redesign to cut costs
• Partner manufacturing to earn margins without relying on major-brand marketing

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Example “Dupe” Economics

Kirkland makeup remover wipes / “MyIcellar” facial wipes

• Claimed Neutrogena competitor:
  • Kirkland: 8 cents per wipe
  • Neutrogena: 16 cents per wipe
• Also framed as a manufacturer/perception management cycle:
  • Discontinued → customer backlash → brought back → changed formulation/manufacturer again → third attempt

Kirkland A2 whole milk (vs Hershey’s on Amazon)

• Kirkland: $17.99 for 24 cartons (~$0.75 per carton)
• Hershey’s A2: $34.69 for 12 cartons (~$2.89 per carton)
• The video argues Costco offers substantially better value.

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Specific New Product Introductions (New-to-Market Within Kirkland)

Kirkland pet bed

• 40-inch faux fur cuddler pet bed with orthopedic foam (“Aeroc cloud technology” claimed)
• Price comparison (as stated):
  • Costco Kirkland: $39.99
  • Chewy comparable: $119 (noted as sale from $149)
• The video highlights the magnitude of the price gap as the selling hook.

Kirkland new bakery items

• Buttermilk biscuits: $6.99 for 10 ($0.70 each)
• Chocolate croissants: $9.99 for 20 ($0.50 each)

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Customer Feedback Loops & “Quality Control” Moments

Discontinued items due to customer dislike

• Kirkland t-shirt controversy
  • “Heavyweight” version was liked
  • New “midweight” version reportedly has poor reviews (~2.5 stars stated)
  • Costco reportedly has inventory it “can’t sell”

Recipe/formulation changes with backlash

• Pepperoni pizza crust change creates a “revolt,” despite a better per-ounce price.

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Frameworks / Playbooks Implicitly Demonstrated

• Assortment churn & SKU rationalization
  • Discontinue popular items to reset cost structure, recipe, or packaging
• Value engineering via packaging/material redesign
  • Example: batteries → smaller box, less plastic, lower unit price
• Vendor/manufacturer partnering
  • Examples cited: Duracell, Keurig, Starbucks
• Limited-time seasonal batch buying
  • Bakery/holiday items behave like “event-based inventory drops” (“gone when gone”)
• Micro-test then scale
  • Example: sea salt popcorn expands after sell-through
• Price-monitoring tactic
  • Watch for local price collapses based on remaining inventory

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Key Metrics & Price Points Mentioned (Concrete Examples)

• AAA batteries: $0.35 (Kirkland) vs $0.53 (Duracell) per battery
• Vanilla extract: $11.99 → $9.99
• K-cups: ~$0.33 (Kirkland) vs ~$0.42 (Keurig) per cup
• Microfiber towels: 47 cents each (yellow) and same price for blue variant
• Pumpkin pie: $5.99
• Pumpkin cheesecake: $21.99
• Pumpkin bar cake: $16.99
• Athletic socks (clearance): $6.97 for 8 pairs
• Pet bed: $39.99 (Costco) vs $119 (Chewy)
• Chocolate chips: $12.99, previously $11.99, compared to Nestlé $15.99
• Facial wipes (MyIcellar): 8 cents vs Neutrogena 16 cents
• A2 milk: $17.99 / 24 (~$0.75/carton) vs Hershey’s ~ $2.89/carton (math shown)
• Popcorn: 28 cents per bag (Kirkland) vs 50 cents per bag (SkinnyPop)
• Nativity scene: $129 → $119.99
• Holiday bows: $12.99 → $8.99 (then noted as possibly reverting)

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Actionable Recommendations Implied by the Video

• Buy before discontinuation (packaging change / recipe change / limited-time seasonal stock)
• Compare per-unit pricing (per battery, cup, wipe, bag, carton)
• Check your specific store’s inventory (pricing varies by local manager decisions)
• Monitor price drops on slower-moving items rather than buying immediately at the first observed price

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Presenters / Sources Mentioned at the End

• Olli (sponsor) — Ali’s fresh human grade recipes; support from real vets (as described in the ad segment)
• Costco CEO — referenced as responding positively to the “pretzel bun chicken sandwich” (name not provided)
• Manufacturers mentioned: Duracell, Starbucks, Keurig, Neutrogena, Helman’s, Nestlé, Adidas, Chewy, SkinnyPop, Reese’s/Butterfinger/KitKat/Milky Way/Almond Joy (as brand examples), Hershey’s A2, Haribo, plus Kirkland (Costco’s store brand)