A thought: When prodcuts go "white label", it's often because the company (or supplier) behind them wants the benefit of the sales without the hit to the brand.

So my guess is that they struck a deal with either a particularly eager Safeway/Walmart/Costco/etc. store manager(s) to move increased volume at slightly lower margins or as another commenter suggested, a deal with one of the associated distributors.

The key seems to be the lack of details, which means someone doesn't want us to know where the goods are coming from. This is why I'm guessing an eager manager, etc. who would get heat from "corporate" or "national" for undercutting other stores, or something like that.

Anyway, once again, competition happens, consumers benefit. Good for them/us! :)