the generic aisle

I was wondering the other day what happened to the generic aisle at the grocery store... I have memories from my childhood of walking down the generic aisle in my local King Soopers, surrounded by a plethora (of sweaters? no!) of food items in white containers with black stripes and black lettering denoting contents such as "frosted corn flakes" or "white rice".
I can't remember the exact timing of the generic aisle's disappearance, but am left only to wonder what happened to cause it to vanish and what became of the mediocre quality goods at low low prices that it once contained...