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 comparable products. ...

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