Grocery stores do this all the time and undercut brand names. They even put up signs with "compare to <brand name>" by the generic. I'm really not sure how yo

Grocery stores do this all the time and undercut brand names. They even put up signs with "compare to <brand name>" by the generic. I'm really not sure how you could make the case that it isn't legal given that it is a long standing and accepted practice, and is clearly beneficial to the consumer.