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ARE THEY REALLY ANY DIFFERENT? Everyone knows store brands are usually cheaper. But they have also grown because they offer something new, or make an improvement on better-known products. One way Whole Foods differentiates its "365 Everyday Value" products is by examining nutritional stats. In many cases, a registered dietitian on staff works with the grocer's suppliers to see if there are ways to lower sodium or fat content. Stores are pushing to offer more distinctive products. So the process for developing new store-brand items has gotten more sophisticated and mirrors how name-brand products are conceived and marketed, said Jesse Spungin, general manager for ConAgra's store brands business. Nevertheless, people may wonder how unique some store-brand products can be when they're made in factories that churn out other store-brand or name-brand products. Sometimes, the difference is really just cosmetic. To ensure efficiency in production lines, for instance, ConAgra CEO Gary Rodkin says the company pushes "differentiation as far downstream as possible." For some product lines, he said there are no changes made until the very end, when a different seasoning or packaging is applied. Pantry staples such as saltines are less likely to have significant differences as well, because people expect certain qualities for such products. There's also less room for variation with products that only have a few ingredients. "There aren't a lot of changes you can make to a can of low sodium black beans," said Blanton of Whole Foods.
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