HEB has great store brand food. I like Walmart / Great Value's whole wheat bread, though. Pretty good texture. I'm surprised Borden is still alive; I barely see anyone buy Borden brand milk when I go to the supermarket to get milk.
H-E-B bake shop whole wheat sandwich rounds. There a great alternative to using white bread for sandwiches if your trying to keep an eye on your calories and they have coupons for a dollar off.
Agreed on OJ big time. If it's on sale for $2 each, I usually buy 4 of them...better than other brands in the grocery store