This Online Grocery Store Is Like Whole Foods, Except Everything Costs $3



While I'll never view my own health as anything less than a worthy investment, it still makes me cringe to consider how many thousands of dollars I've spent on my groceries over the years. Sure, I've certainly picked up some key money-saving tactics along the way, but following a relatively wholesome, plant-based diet has put a sizable dent in my monthly budget—organic kale, sprouted bread, and vegan mayo don't come cheap.

The most frustrating part of this is the knowledge that so much of the exorbitant cost of healthy eating is due to price markups. Aside from the environmental, social, and ethical implications of making healthy food inaccessible to most—of which there are many—it just seems downright unnecessary. Trader Joe's has proven this time and again with its famously low prices, as has Whole Foods, believe it or not: I'm lucky enough to live in the neighborhood where the company rolled out its first 365 by Whole Foods concept store, which slashes overhead costs in order to make its products far more affordable than those of its parent chain.

All this is to say that sure, there's progress—but it's slow, to say the least, and the industry has been primed for disruption for quite some time. Enter Brandless, a new online grocery store that could very well transform things forever. It adopts the same health-geared mindset as Whole Foods, with a game-changing catch: Everything costs $3 or less.