Major supermarkets and food manufacturers are working hard to keep their private brands inexpensive amid the surging cost of ingredients, finding ways to cut costs even if it's only a few yen per item.
"I was surprised by the low price," said an 81-year-old homemaker, as she held a package of bread sold under Ito-Yokado Co.'s private brand The Price, at the supermarket chain's Wako store in Saitama Prefecture.
