The box is probably using potatoes that are peeled and washed. It tends to be kind of bland.
Really good homemade latkes get a lot of their taste from leaving the skin on and the juices intact (kinda like with fresh-cut french fries). I also found out the hard way with the first batch I ever made (10+ years ago) that you have to add egg+onion, otherwise the latkes come out as hash browns instead of potato pancakes.