I tried the 'brandless' startup that sells everyday items for $3 - and there's a huge catch

Brandless is a new ecommerce startup offering a wide assortment of household and food items, each at the magical price of $3.

The idea behind Brandless is that it can add value for the consumer by selling quality merchandise without a so-called "brand tax." Instead of having a big logo emblazoned on a product, the actual attributes of the product are listed on the package instead.

Founders Tina Sharkey and Ido Leffler came up with the idea as they looked at how consumer behavior had changed, and how many big name brands are struggling as a result.

"The false narrative of modern consumption, that brands have created and products have created, was actually dying a fast and painful death," Sharkey told me.

She added that customers are more likely to shop in accordance with what they value, whether that's a preference for organic or non-GMO products or a good value.

I was enticed by Brandless' promise, so I decided to try it out.