This is Whole Foods or Whole Paycheck to folks who got sticker shock there over the years. That nickname has been in circulation since the '9s, and executives have been working for about as long to vanquish it. Believe it or not, they've recently had some luck.Grocery analysts say that prices at the chain have gotten more competitive. How. It starts with Whole Foods main house brand, 365.That's a label that Whole Foods slaps on beans, eggs, dairy products, and thousands more products that it holds in all co ...