maggie akers heard about it from a friend who works there. >> i think at $3, you might be a little worriedbout quality, like what am i going to get for $3? but i was really surprised. >> brandless also keeps prices down by eliminating what it sells to a couple hundred products. but brandless may not always be the better deal. at trader joe's, staples like peanut butter, toothpaste, and salsa are even cheaper. the company is trying to break in as consumer tastes are changing. among the top 100 household product brands, 90% of them have lost market share, including categories like frozen foods and cereal. >> consumers are much more about things that are local, that are authentic, that have a story that connects to them. that often means putting aside those traditional brands they may have heard of for years and years. >> it sounds like brandless is kind of developing a brand of its own. >> oh, absolutely. we are unapologetically a brand. we're just redefining what it means to be a brands. >> disrupting the future of how companies become a household name. nbc news, san francisco. >>> if you w