However, store brands aren't always a bargain. Trader Joe's and Whole Foods usually contended for most-expensive store brand. In fact, five of the 10 tested Whole Foods products—cranberry juice, trail mix, ice cream, shrimp, and nuts— actually cost more than the national brand. That's no surprise to Consumer Reports survey respondents, who have told us that Whole Foods has some of the highest prices of any major chain.