I make a bread for a living. The "name brand" bread is Natures Own. Nature's own puts in an order for X amount of loaves to be made and once that order is filled we switch the bags and it is sold under a slew of store brand names but its the same exact bread. Walmart's Great Value brand bread is an example.
I didn't mean to imply x heads are complete crap. They just aren't as good as tfs/Afr heads. I personally would spend the extra money for a better product.