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How Much Cheaper Are Store-Brand Groceries Than Name Brands?

How Much Cheaper Are Store-Brand Groceries Than Name Brands?

This story is part of Home Tips, CNET's collection of practical advice for getting the most out of your home, inside and out.

Store-brand groceries might not have all the flashy packaging and advertising oomph of your favorite cereal, seltzer and snacks. If you can grin and bear a cheesy knockoff in place of those name-brand products, though, you can save a bunch on your monthly food spending.

In a summerlong series on saving money to combat inflation, we've calculated whether it's cheaper to buy groceries online or in person and laid out some strategies for saving at Whole Foods. But it turns out one of the most surefire ways to save at the supermarket is by letting some of that brand loyalty go by the wayside. 

If you're curious about exactly how much you can save buying store-brand groceries, I've done the math and the final figures are pretty shocking. On average, it's about 40% in total savings across various grocery categories. I compared the cost difference for buying name brands versus store-brand products at two popular grocery stores. Read on for a full savings breakdown in case you decide to make the switch. 

Read more: Is Grocery Shopping Online Cheaper Than at the Store? I Did the Math

Who makes store-brand products?

First things first, it's well documented that most major food manufacturers label their products under a number of different brands, including generic or store brands. According to recent statistics captured by the Private Label Manufacturing Association, one in five store-brand products is manufactured by a private label manufacturer. It makes sense: Those manufacturers can then appeal to people who are paying at either price. But they want you to go for the brand name price, rather than the store brand. That's why advertising exists; to make you believe that brand name products are somehow better, when the truth is that identical products are often going down parallel conveyor belts, getting two different labels at the end of the production line. 

This store-brand toasted cereal retails for around $2. A box of General Mills Cheerios is more like $5.

David Watsky/CNET

Now, this doesn't necessarily mean that all store-brand, O-shaped, toasted oat cereals are actually General Mills Cheerios in disguise, but it stands to reason that for a lot of store-brand products, the quality or flavor is potentially equal to their name- counterpart. And considering the opportunity for savings, they're certainly worth a taste test. While some brand-name products are unlikely to have a generic equivalent, (like, is anyone really seeking off-brand Cool Ranch Doritos?) commodity items like canned beans or rice would seem especially safe bets in the store-brand category.

Trader Joe's beloved pepita salsa is just one example of a store-brand item that's gained fandom and loyalty all its own.

Trader Joe's

Here's how much you can save buying store brand: Wegmans vs. Stop & Shop

I chose both Wegmans and Stop & Shop to represent high-end and average grocery store chains, using Instacart to generate current prices. 

Discount grocery stores such as Trader Joe's and Aldi keep their costs low because they deal primarily in their own brands. Wegmans is an interesting example since it has a lot of its own brand loyalty, not only as a grocery store chain, but also for its Wegmans label. (Seriously, I know people who would cross state lines to stock up on its flavored seltzers. Take that, LaCroix.) Stop & Shop is generally perceived as a midrange grocery chain, with good selection and good quality, and not considered expensive, but neither is it revered for its generic brand, which is simply called SB or Store Brand. 

Despite perceptions, however, both Wegmans and Stop & Shop are relatively aligned on prices, for both national and store-brand products. Wegmans came out a little ahead in price for name-brand products, in fact: The whole order was about $2 less than Stop & Shop's. Store-brand prices were within 20 cents of each other for the full list at both stores.

Cost of store brand versus name brand

	Wegmans	Wegmans store brand	Stop & Shop	Stop & Shop store brand
Goya chick peas, 16 ounces	$1.49	$1.09	$1.19	$1.09
Barilla thin spaghetti, 16 ounces	$2.29	$1.19	$2.49	$1.49
Arnold whole wheat bread, 24 ounces	$4.99	$3.49	$5.69	$2.69
Bird's Eye frozen broccoli florets, 12 ounces	$3.29	$1.79	$3.39	$3.29
Skippy creamy peanut butter, 16 ounces	$4.29	$2.69	$3.49	$2.89
Honey Nut Cheerios, 10 ounces*	$4.39	$2.29	$6.49	$2.79
Organic Valley/Horizon reduced fat organic milk, half-gallon	$6.39	$5.09	$6.29	$5.19
FAGE nonfat Greek yogurt, plain, 32 ounces	$7.49	$4.99	$7.89	$5.79
Bonne Maman strawberry preserves, 13 ounces*	$6.39	$4.09	$6.99	$4.19
Mission flour tortillas, soft taco size, 10-pack	$3.49	$1.79	$4.49	$2.59
Rao's homemade marinara, 24 ounces	$9.19	$1.19	$9.79	$1.99
Finlandia/Sargento sliced swiss cheese, 7 ounces*	$6.89	$3.09	$5.79	$3.69
Starbucks Breakfast Blend ground coffee, 12 ounces	$12.69	$7.49	$12.69	$5.19
Smithfield thick cut bacon, 16 ounces	$9.79	$7.89	$9.49	$7.99
Heinz Original tomato ketchup, 20 ounces	$3.49	$2.09	$3.19	$2.89
Lay's Classic potato chips, 8 ounces	$4.59	$2.69	$5.29	$2.39
LaCroix sparkling water, 12-pack	$6.89	$4.09	$7.39	$4.69
Swanson chicken broth, 32 ounces	$4.59	$3.79	$3.49	$2.79
Colavita extra virgin olive oil, 17 ounces	$13.79	$8.09	$12.49	$5.79
Hellman's mayonnaise, 30 ounces	$6.89	$4.89	$6.99	$4.19
	$123.30	$73.80	$125.00	$73.60
*Indicates store-brand item whose quantity was greater for listed price

Buying store brand can mean huge savings

For both Wegmans and Stop & Shop, the huge savings in buying generic products can't be denied. The original shopping list of 20 staple items amounted to about $125 in both locations, with the store-brand version of the list coming to just under $75. That's an average of 40% savings over the whole list. 

Granted, this doesn't represent a complete shopping list, since certain grocery categories were excluded intentionally. Some of these items, such as condiments, are products that you might shop for once in a while, rather than weekly. Regardless, the math is clear: Store-brand products are significant potential savings in your grocery shopping experience.

Certain grocery stores including Trader Joe's and Wegmans have managed to cultivate cult-like fandom for their own brands.

Wegmans

How I evaluated name brands vs. store brands

Using grocery shopping list templates available online, I generated a list of 20 common staple ingredients from the pantry, bakery, dairy, deli and freezer sections, covering a variety of prices. Items such as whole fruits and vegetables and butchered meats aren't typically subject to brand (or they're rarely revealed) and I discluded them for the purposes of this investigation. For each of the items I selected, I compared prices between national, well-known brands and the store brand of the same item, at roughly the same size, using Instacart. If there's a discrepancy in size, I've noted that with an asterisk, but did not adjust the price accordingly, since I wanted to reflect an accurate total of what you'd pay for a grocery list's worth of either name-brand or store-brand products. 

In most cases, the store-brand model was the larger size of the two items anyway, meaning even more savings if you factor in its relative value. For example, at Wegmans, Bonne Maman Strawberry Preserves are $6.39 for 13 ounces, whereas Wegmans brand Strawberry Preserves are only $4.09 for a full 18 ounces, nearly 50% more product. The savings on your grocery receipt will amount to $2.30, but if you scale up the Bonne Maman price to match the same amount of store-brand product, its price would become $8.85, representing a savings of $4.76, or over 50%, for the Wegmans brand.

Read more:  Hungryroot Review: Meal Kits and Grocery Delivery Together as One

Certain upscale and imported goods like Bonne Maman preserves will cost you significantly more than store brand. 

Bonne Maman

Where are the biggest savings on store-brand items?

Between both Wegmans and Stop & Shop, the more the brand-name item cost, the more savings were typically available, not only in terms of pure dollars and cents but also as percentage savings between the brand name and store brand. Brand-name items above $5 tended to result in the largest percentage discount, with bigger-ticket items such as olive oil, coffee and spaghetti sauce pushing 50% off or more for their generic or store-brand counterparts. 

Pricier items such as olive oil and marinara sauce are where you're likely to see bigger savings if you opt for store brand.

Colavita

Less expensive items, especially those under $2 to begin with, may offer only 10% to 30% savings overall. For example, approximately 17 ounces of Colavita Extra virgin olive oil costs $12.79 at Stop & Shop, whereas the equivalent store-brand olive oil costs only $5.79, which amounts to over 55% off the name-brand price. 

On the other hand, 16 ounces of Goya chickpeas are only $1.19 to begin with. With the store brand being only 10 cents less, the savings only amount to 8%. Olive oil, however, is more likely to be subject to quality and flavor nuance, so while the savings can be much larger, it may be a matter of personal preference if the savings are worth it. Chickpeas are generally less subject to flavor or texture scrutiny.

Costco's Kirkland is another budget store brand that has garnered its own customer loyalty. 

Costco

Does every grocery store have its own brand?

While store brands are growing, not every grocery store has its own brand, and many just carry no-name or generic brands in addition to name-brand products. Among store brands, there are those that carry the name of the store in its proprietary label, such as Wegmans, Publix, Kroger and others that have a separate label for store-brand products, such as Stop & Shop's SB, Walmart's Great Value and Costco's Kirkland Signature. Whichever the case, it's worth getting to know your local grocer's store-brand products, to see where you may be able to generate huge savings in your grocery bill.

More money-saving kitchen intel

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NASA Delays Artemis I Moon Launch to This Weekend

NASA Delays Artemis I Moon Launch to This Weekend

Artemis I , the first mission in NASA's ambitious program to get humans back to the moon, suffered an engine setback just hours before liftoff Monday morning, forcing the highly anticipated launch to be scrubbed. The space agency is now looking at a backup window that opens on Saturday, according to a Tuesday press conference.

At first, the Artemis team was looking at a Sept. 2 do-over date.

"To summarize, we held at T-minus 40 minutes and counting after the team was unable to get past an engine bleed that didn't show the right temperature once they got into the engine bleed test," NASA said as part of its scrub announcement on Monday. "Ultimately, the launch director has called a scrub for the day. The earliest opportunity, depending on what happens with this engine, would be Sept. 2, that is available to the launch team, however we will await a determination."

But then, after reconvening a day after Monday's activities, the team assessed all the data and confirmed that the series of unfortunate events for Artemis I is best addressed with an extra day of work on Artemis equipment. Basically, as Artemis mission manager Mike Sarafin said in Tuesday's conference, problems on launch day began with some weather challenges that delayed the start of tanking, followed by a leak while loading the rocket with cryogenic fuel at what's known as the "tail service mast umbilical" on the hydrogen side.

Somehow, despite that leak, however, the team then managed to work its way through loading the core stage and upper stage with fuel, thus producing a fully loaded vehicle -- then came the nail in the coffin. There was a complication with the rocket's engines. 

"We were unable to get the engines within the thermal conditions required to commit to launch," Sarafin said. "In combination with that, we also had a bent valve issue on the core stage, and it was at that point that the team decided to knock off the launch attempt for that day."

Therefore, in conclusion, "we agreed on what was called option one," Sarafin said, "which was to operationally change the loading procedure and start our engine chill down earlier. We also agreed to do some work at the pad to address the leak that we saw...and we also agreed to move our launch date to Saturday, September the 3rd."

From an audience viewpoint, here's what went down on Monday.

After a brief weather delay, things looked on track for Artemis I's bright orange Space Launch System rocket, but a couple of unforeseen technical hurdles quickly arose during its fuel loading stage. On top of that, earlier in the day, NASA broadcasters noted there was a "crack" in the thermal protection system material on one of the SLS core stage flanges, but it was later revealed to be a consequence of the super-chilled propellant, not a structural issue.

With regard to engines, as the rocket's boosters were being filled with liquid oxygen, NASA engineers did note that engine 3 was "not properly being conditioned through the bleed process." This process is meant to allow the engines to chill to the right temperature by releasing a small amount of the fuel. It wasn't working, as Sarafin explained Tuesday.

Back in June, at the time of Artemis I's wet dress rehearsal -- which took four tries to complete -- the team hoped to examine the efficacy of exactly this bleed process, but didn't get to it. "This is something they wanted to test during wet dress four but were unable to," NASA broadcaster Derrol Nail said during the agency's livestream of the launch attempt. "So this was the first opportunity for the team to see this live in action. It's a particularly tricky issue to get that temperature dialed in."

About an hour after trying to troubleshoot the engine 3 bleed problem, the team met with launch director Charlie Blackwell-Thompson to discuss how to move forward. "Right now, the indications don't point to an engine problem," Sarafin said, meaning the setback likely isn't tied to the engine interface itself. "It's in the the bleed system that thermally conditions the engines."

Nonetheless, Artemis I's launch was scrubbed. 

"It's just part of the space business -- and particularly a test flight," NASA Administrator Bill Nelson said after the delay was announced on Monday. "We are stressing and testing this rocket and spacecraft in a way that you would never do it with the human crew on board. That's the purpose of a test flight."

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Apple Watch: It's been 5 years since my original review, and it holds up

Apple Watch: It's been 5 years since my original review, and it holds up

I'd love to say that when I first put on the Apple Watch, I'd never seen anything like it before. But of course, that's not true. By late 2014 I'd been surrounded by smartwatches for a few years. So when Apple announced it was making its own watch, my thought (as so often with Apple) was: finally.

The first smartwatch I reviewed at CNET was the Martian Passport, an analog watch that could make phone calls. It sounds so primitive now, but it was cool in early 2013. The Pebble Watch followed, and the Steel version became my favorite: It was like a Casio watch turned into a useful little pager-assistant. It was simple and had long battery life, and it was great.

There were others, too: Samsung's first smartwatches were ambitious (a camera?). Google's first Android Wear watches arrived in 2014. Meanwhile, there were Fitbits and Jawbone trackers galore.

I say this to lay the groundwork for the Apple Watch and what its impact was. Like the iPhone wasn't the first smartphone, the Apple Watch wasn't the first smartwatch... but it made the biggest footprint. It was another step validating that a world of wearables was here to stay. 

I was able to wear the Apple Watch a month before it went on sale. I spent a ton of time with it, getting used to both how it handled phone calls, and the activity tracking rings. I looked at my heart rate measurements. I accidentally ordered an Xbox One with an early Amazon app.

The Watch was, much like the first iPhone, sometimes feature-limited. But it also had some features that already stood out.

My original review was updated a year later, which you can read here. Some parts have changed, clearly, and Apple has updated the OS. But I'll comment on what I wrote then, and how I felt, and how that's evolved. Quotes from the original review are in italics.

The gold Apple Watch, way back when.

James Martin/CNET

An excellent design, with luxury overtones

Apple wants you to think of the Apple Watch as fine jewelry. Maybe that's a stretch, but in terms of craftsmanship, there isn't a more elegantly made piece of wearable tech. Look at the Apple Watch from a distance, and it might appear unremarkable in its rectangular simplicity compared with bolder, circular Android Wear watches. It's clearly a revamped sort of iPod Nano. But get closer, and you can see the seamless, excellent construction.

The first Apple Watch came in aluminum, steel and ramped all the way up to a gold model costing more than $10,000. Compared to other smartwatches, it screamed luxury.

Certain touches felt luxurious, too: the fine-feeling Digital Crown, which spun ever so smoothly like a real watch part, for instance. The OLED display, which was a first for an Apple product, looked crisp and bright.

The most amazing part, maybe, were the watch bands. Apple created a really nice series of specially designed straps, from a steel link to a clever magnetic Milanese mesh that were extremely expensive and impressively engineered. 

Its watch face designs were great, too, and they integrated some information from the iPhone that aimed to add at-a-glance ease of use. There was a Mickey Mouse watch face that danced! The Solar face showing sunrise and sunset, and the astronomy face that showed planetary alignments and moon phases, felt like magic. I wanted more, but Apple's assortment of watch faces was limited, and it didn't allow for third-party watch face design. That's still the case now.

A lot of the Apple Watch reminded me of the strides Apple began with the iPod Nano, which also had watch mode... and a Mickey Mouse watch face.

Sarah Tew

New technologies at first: fantastic haptics, a force-sensitive display

All Apple Watches have a new S1 processor made by Apple, that "taptic" haptic engine and a force-sensitive and very bright OLED display, which is differently sized on the 38mm and 42mm models. The watch has its own accelerometer, gyrometer and heart-rate monitor, but no onboard GPS. It uses Bluetooth 4.0 and 802.11b/g/n 2.4GHz Wi-Fi to connect to your phone or your home network. There's a built-in speaker and microphone, but no headphone jack.

As I wore the watch on the first day, I felt a rippling buzz and a metallic ping: one of my credit card payments showed up as a message. Apple's "Taptic Engine" and a built-in speaker convey both a range of advanced taps and vibrations, plus sounds. Unlike the buzz in a phone or most wearables, these haptics feel sharper: a single tap, or a ripple of them, or thumps.

Sometimes the feelings are too subtle: I don't know if I felt them or imagined them. My wrists might be numbed from too many smart devices. I set my alerts to "prominent" and got sharper nudges on my wrist.

The first watch introduced some ideas that eventually made their way to other iPhones. A "taptic engine" delivered on some amazingly refined vibration effects, ranging from a purr to a ping to a gentle tap. These were way ahead of what anybody else was doing -- and they weren't just a gimmick. The notification types associated with unique vibrations felt distinct. Sometimes, the vibrating taps on the first Watch weren't as powerful as I wanted. But with later updates, the haptics made parts of the interface seem real: virtual wheels, clicking as if moving with invisible gears.

The more advanced haptics made their way to the iPhone next, making us used to them now. Other phones, game consoles like the Nintendo Switch, and VR accessories, have evolved haptics since, but the Apple Watch was the first mainstream device that upped the haptics game.

Force Touch was another wild idea: Apple made its watch display force-sensitive, meaning a deeper press could work like pushing a button. Though this idea was refined further into 3D Touch on the iPhone 6S, 3D Touch was a technology that never became as necessary as expected, and current iPhone models have dropped the pressure-sensitive display tech completely.

The Apple Watch still has Force Touch, though, and I think it always will.

Digital Touch: I never used it much after that.

Sarah Tew

Lots of features. Too many features?

As you can see, this is a lot of stuff. Did I have fun using the watch? Yes, mostly, but there are so many features that I felt a little lost at times. There are so many ways to interact: swiping, touching, pressing harder into the display, a button and a clickable digital crown-wheel. Plus, there's Siri. Do I swipe, or click, or force touch or speak? Sometimes I didn't know where an app menu was. Or, I'd find getting back to an app I just had open would require an annoying series of crown clicks, swiping through apps, then opening the app again.

There's a reason I used the word "complicated" to describe my feelings using that first Apple Watch. Setting up bits of information, called complications, was slow and not always intuitive. Apps took a while to load, and were sometimes so slow that it was easier to check my phone instead. Quick glances and notifications, and phone calls, were fine. Apple Pay on the watch was clever, but would I use it? I wished the watch had more battery life.

I didn't like the overcomplicated feel. The design of the OS, and the card-like swappable mini-view apps that used to be on the Watch like a dock, changed over time. It's gotten better since.

Storing music on the watch, while it took a while to sync, was easier than attempts on Samsung Gear or Android Wear. Of course, I had to hunt for a good pair of Bluetooth headphones to connect with the watch.

Today I still forget to dive into and make the most of the apps on the watch. I just dusted off Walkie Talkie: it's cool. There's noise monitoring. One app lets me remote control my iPhone camera, which has been a huge help for my stay-at-home self-shot videos. The Remote app helps me when I lose the Apple TV remote every other day. 

Third-party apps, and the grid of options? It turns out I don't use them much at all. I don't dig down deep into the layers of functions. I prefer what's on the surface: watch faces, and their readouts. But I've come to appreciate the watch's surprising number of options and settings. It's better than not having them at all.

The rings were the beginning.

Sarah Tew/CNET

Fitness: The ring idea was just the beginning

The Apple Watch doesn't work any fitness miracles that the rest of the wearable world hasn't already invented, and it doesn't ship with any new magical sensors that change the game. But the Apple-made integrated fitness apps, Activity and Workout, are far and away the best fitness apps on any existing smartwatch that isn't a dedicated "fitness watch" (Samsung Gear, Android Wear, Pebble and the like). A clever three-ring method of tracking daily activity, which simultaneously measures and rewards daily calorie burn, active exercise and standing up, feels like a fusion of rewards and metrics seen on the Nike FuelBand, Jawbone Up, Fitbit and others. 

I appreciated Apple's complete-the-ring motivational activity tracker, which felt inspired by wearables like the Nike FuelBand (not surprising, since Apple's head of fitness, Jay Blahnik, arrived from Nike). For the red ring's daily goals, it's great. It felt too easy to complete the blue Stand ring, and it still does.

There are tons of fitness advancements Apple has made on the Watch in the last five years: GPS, resting heart rate, workout controls, social sharing, third-party app integration, swimming, modes for accessibility, activity trends -- and I haven't even discussed Apple's massive health aspirations like adding ECG, checking for falls, monitoring elevated or irregular heart rate or women's health tracking. There is some form of coaching and motivation, too. But I'd still love to see more of that. I hit a wall when trying to be fit, and there's only so much watches seem to help.

The first Apple Watch was more of a Fitbit. Now, it's more of a health companion. Those two worlds still feel like they need to dovetail and grow. There are missing features, too, like sleep tracking, which feels like the inevitable next step.

You still need an iPhone, just like in 2015.

Sarah Tew

It was, and still is, an iPhone accessory

Much like most other smartwatches, the Apple Watch isn't a standalone device -- it's a phone accessory. Android Wear, Samsung Gear, Pebble and others work the same way. But here, you must own an iPhone 5 or later to use the Watch. A few Apple Watch functions work away from the phone, but the watch primarily works alongside the phone as an extension, a second screen and basically another part of your iOS experience. It's a symbiote.

One thing I noted back then was that you needed an iPhone to use the Apple Watch. Unlike other wearables that can pair with Android or iOS, or even sync with a computer, the Apple Watch was always designed to live symbiotically with the iPhone.

That's still the case now. Even with independent cellular options, and an on-watch App Store, you can't use the Watch without pairing to an iPhone. And it still won't work with Android. It's a shame, because a fully standalone watch could be a really helpful tool for many people who don't have iPhones, and it could even be a phone alternative (for kids, maybe).

Apple's AirPods created a gadget trinity where the Watch, the iPhone and AirPods can all work seamlessly together. But that trinity is an expensive one. The entry price of the Apple Watch has dropped, at least. But it feels like an extension of the iPhone more than its own device, even now.

The Apple Watch Series 5: much better, with a few similarities.

Sarah Tew/CNET

Today: the best watch in a war of attrition

You don't need an Apple Watch. In many ways, it's a toy: an amazing little do-it-all, a clever invention, a possibly time-saving companion, a wrist-worn assistant. It's also mostly a phone accessory for now. In the months and years to come, that may change: with Apple's assortment of iPads, Macs, Apple TV and who knows what else to come, the watch could end up being a remote and accessory to many things. Maybe it'll be the key to unlock a world of smart appliances, cars and connected places. In that type of world, a smartwatch could end up feeling utterly essential.

I think back to what the Apple Watch was competing against back then: Jawbone, Pebble, Fitbit, Google's Android Wear, Samsung's watches, the Microsoft Band. A lot of competitors are gone now. Fitbit was acquired by Google. Samsung still has watches. Garmin makes lots of dedicated fitness watches. There are still plenty of more affordable relative newcomers, too.

The original Apple Watch, with the Pebble Steel, Moto 360 and the original iPod Nano with wristband (clockwise from top left).

Sarah Tew

In a field of fewer alternatives, the Apple Watch's consistent addition of new features and ongoing performance improvements has made it the best option. It's Apple's commitment to gradual improvements that has made it a stand-out watch now, especially compared to the struggles of Google's Wear OS.

The Apple Watch is still an iPhone accessory. And it's still not an essential product. But it's become a really fluid and useful device, one with lots of key upgrades that work, and one that's a lot easier to use.

What's the best smartwatch now? The Apple Watch. That doesn't mean I don't want to see improvements: battery life, sleep tracking, a watch face store and most importantly, Android support and true standalone function. If the last five years are any indication, Apple will tackle these problems on its own... time.

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Canva: The poster child of DIY graphic design

Canva: The poster child of DIY graphic design

Good design is hard. But more and more we all have to do it. Whether it's a nice Facebook banner, a clever profile pic, an eye-catching Instagram post or some well polished ideas for a work presentation, we all want something more than the terrible basic options offered up by Powerpoint.

Enter Canva. The 5-year-old Australian startup is all about offering slick templates through a free service that is exceptionally simple to use. Whether through its website or the apps for iPhone and iPad, it takes just a few seconds to work out how to get started and make something that looks great.

This all sounds like an ad -- simple DIY design sounds too good to be true -- but a quick taste test proves how true the pitch is. And after a slow boil for its first few years, a rapid climb to over 10 million users across 179 countries (Canva says it just passed five designs per second) suggest this is something that is starting to resonate.

Co-founder Melanie Perkins wants to give everyone the tools to make good everyday designs with minimal fuss.

Canva

"Having great quality ingredients for people to work with has been a driving premise behind Canva," says Melanie Perkins, co-founder of Canva. "Before Canva, you'd have to be a professional designer to easily access beautiful stock photography and illustrations. There are template libraries out there, but again, they're only for designers who use professional design software."

While the service is free, Canva makes money through the sale of stock images as well as a "Canva for Work" premium offering that lets a company set brand guidelines and templates to make it easier for people all around a company stick to core design principles without always needing designers to create every document, every presentation or whatever else may be required.

"Social media posts, pitch decks, proposals, marketing materials. Designers are getting spread really thin throughout organisations," says Perkins. "They often have to neglect sales, for example, who often just string their own terribly off brand things together. This really helps to bring brand identity together. Colours, fonts, logos so everybody is on the right track."

Democratising design

Exploring the Canva website, beyond the design tools the company also offers anyone who wants it a crash course in good design. There's a design school blog, design tutorials and a design stream where you can see what other people have been designing and offer likes and comments. Perkins suggests people have been conditioned to think they're just not creative, so they're often afraid to play around.

Canva's usage has been on a rapid rise, now surpassing five designs per second across its web and app platforms.

Canva

When Canva first launched, the company's user research found people were inherently afraid to click things in case they messed something up.

"People were really conscious about not clicking too much and not playing around. But this is meant to be the exact opposite," says Perkins. "So we introduced starter challenges -- put a hat on a monkey, change the colour of a circle, add a background to a page, really basic things. But each step builds confidence."

Offering templates that don't get too repetitive is a big challenge, but Canva has tried to solve for this concern by inviting professional designers to share templates publicly and receive royalties whenever their templates are used by others.

For Perkins, it's the success stories of those who have been using Canva that make her feel like they're achieving their mission. From the story of a small US sheriff's office using Canva to create wanted posters, to the story of a woman who created an image to help track down her birth mother that worked after going viral on Facebook.

Australia's coolest tech company

Canva is fast becoming the proverbial and literal poster child of the Australia startup scene. From humble origins in Perkins' mother's living room and "incubating" in San Francisco food courts, the company is now growing rapidly with a team of over 120 across 3 countries and a latest funding round of AU$19.8M at a valuation of AU$462M.

Canva across the web, iPhone and iPad. "Other platforms" (read Android) are planned for the future.

Canva

The company also provides classic Silicon Valley perks, with an in-house chef, free gym and yoga classes, flexible working conditions and more. It was all enough to land Canva the title of Australia's Coolest Tech Company two years running from job listings website Job Advisor.

"We're in the ridiculously fortunate position that before we took on this latest funding we hadn't spent a dollar from the previous round," says Perkins. "We got the revenues to grow rapidly and everything sort of naturally moving in the right direction."

There's still a lot more to do. Getting apps on Android is an obvious one, but Perkins suggests the company is only scratching the surface of its larger, and far loftier, long term plans.

"If we can become the productivity tool, the productivity platform for the next generation, with all the crazy needs everyone has for visual content they need to create, that would be pretty cool."

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