Many 365 items are even cheaper than other store brandsWhole Foods gets a bad rep for being expensive, but I find it to be just fine, so long as you don't just buy anything and everything. I shop at like 5 different stores for my groceries, and Whole Foods, while more expensive than the big box grocers, is substantially cheaper than the small coops. And if you stick with their 365 brand, I find that it is comparable to most stores