PRIVATE LABEL PRICED LOWER AT NATURAL FOOD CHAINS

Natural food chains may charge a premium for many of the unique brands in their supermarkets, but they also carry private-label products at sharply lower prices.Through price checks at these stores, SN's undercover shopper found that private-label products cost much less than name brands on a percentage basis than in mainstream stores (see related story on Page 31).At Whole Foods Market at 50 W. Huron,

Natural food chains may charge a premium for many of the unique brands in their supermarkets, but they also carry private-label products at sharply lower prices.

Through price checks at these stores, SN's undercover shopper found that private-label products cost much less than name brands on a percentage basis than in mainstream stores (see related story on Page 31).

At Whole Foods Market at 50 W. Huron, Chicago, store brands on average were priced 36% lower than other compara

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