Here we refer to generic brands as "no-name brands". However, the major store chains actually have a No-NameŠ brand, complete with copyright symbol! One has blue packaging with yellow letters, another has yellow packaging with black letters. Then there is usually a "store-brand" which usually has nicer packaging, is substantially better quality than the no-name brand, but is still a good bit cheaper than brand-name stuff. My dad used to always buy no-name butterscotch ripple ice cream, which was mostly vanilla with some badly crystallized butterscotch streaks. We fondly referred to it as "butter-sh#$ ripple ice cream"...