Bread, cheese etc have names that says what it is that is unrelated to brand. That is the normal way for most products, a minority of products in the grocery stores I visit are brand only, most things you can get essentially the same from another brand. Exception would be sodas and candy and such, but that is a tiny fraction of what people buy.

Its like when I go to a pizza place I can get the same pizzas regardless where I go even though they are all independent, the recipe for most things people eat in the world are not secrets, its stuff anyone can make and sell.