Absolutely false. That is the entire stated purpose of the 365 brand. What 365 does not cover is produce and meat. Meat is definitely more expensive at Whole Foods as they do not use it as a loss leader like other stores. I also sometimes wonder if one of the founders being vegan had something to do with that. Produce at WF is definitely about merchandising. The lower priced produced is very well hidden.

> shop at multiple stores (extremely difficult if you are poor)

Poor people don't have legs? I was poor for most of my life. I rode a bicycle to the grocery store. And the 365 brand stuff is mostly non-perishables. You can shop for non-perishables every couple of weeks.

Admit it. You just do not like the brand and identity the Whole Foods represents. It has nothing to do with the actual products or prices.