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In the wake of rising potato chip prices, more consumers have been turning to private-label, less-expensive store brand options.

"In our Thanksgiving menu research, we found that some brand names were actually better on pricing than the store brand. It is an item-by-item question to answer," he said.

Boohoo bought Karen Millen for £18.2m in 2019 and three years ago it took on department store brand Debenhams for £55m.

The pretzels are packaged in plastic containers under the names First Street Brand at Smart & Final and as Gelson’s Markets’ store brand.

On Tuesday, the retailer unveiled a new store brand that it said would make “quality food accessible.”