Retailers are adding to private-label offerings, giving consumers more choice at a range of price points. "It used to be that you would go to a store like Martin's [Food Markets] and all you would see in the way of an in-house label would be a Martin's brand," said Jeff Metzger, publisher of Food World, a supermarket trade publication. "Now, you find tiers of store brands -- Guaranteed Value is the economy brand. ... Nature's Promise is the premium brand."