In today’s inflationary squeeze, consumers are hunting for ways to stretch their grocery budgets without giving up on quality. Private label brands—once the underdogs of the grocery aisle—are now stepping up as serious contenders. These store brands, once dismissed as inferior or less desirable, have made huge strides, often matching or even surpassing national brands in taste and nutrition. As the landscape shifts, more shoppers are turning to these budget-friendly options to stock their pantries and breakfast bowls.

Granola is one category where private labels are making waves. But not all granolas are created equal—some boast simple, wholesome ingredients, while others are filled with preservatives, additives, and chemicals that undermine their health appeal. This is where the WISEcode Processed Food Decoder comes in. With a simple barcode scan or product search, you can instantly uncover which granolas align with your preferences and which ones are hiding a laundry list of unwanted ingredients. It’s about empowering you to make informed choices that match your needs.

Our team took this challenge nationwide, scanning 51 private label granola products across the country—from regional grocery chains and discount giants like Erewhon and Walmart to warehouse clubs like Costco, organic-focused stores like Whole Foods and Sprouts, and even convenience stores like Walgreens. We’ve uncovered the real story behind these granolas, revealing which brands keep it clean and which ones are filled with unnecessary extras.

Now, let’s serve up the rankings and see which granolas make the cut—and which ones should be left on the shelf.

The Elite Eight - Least Processed

Minimally Processed

• Erewhon Organic Paleo Coconut Granola, 1

• Tie for SECOND Place

  • Erewhon Organic Chocolate Paleo Granola, 2

  • Publix GreenWise Granola, Honey Coconut, 2

• Tie for FOURTH Place

  • ShopRite Wholesome Pantry Organic Coconut Almond Granola, 3

  • Publix GreenWise Granola, Grain-Free, Cinnamon Peanut Butter, 3

Lightly Processed

• 4. Tie for SIXTH Place

  • ShopRite Wholesome Pantry Organic Blueberry Granola, 4

  • Giant Granola Protein Oats Honey & Hemp Seeds, 4

  • Wegmans Organic Vanilla & Almonds Granola, 4

Erewhon, the upscale Los Angeles retailer renowned for its high standards, takes the lead in our rankings with two granolas rated as Minimally Processed. With a focus on organic, regenerative, and biodynamic farming, non-GMO ingredients, and eco-friendly practices, Erewhon has carved out a niche for itself among health-conscious consumers. Their Organic Paleo Coconut Granola claims the number one spot, while their Organic Chocolate Paleo Granola ties for second place. Both granolas meet the rigorous standards that Erewhon promotes, making them top choices for those seeking Minimally Processed options.

Publix GreenWise proves that you don’t have to shop at a niche health store to find quality. With 1,373 stores across the Southeast, Publix has elevated its GreenWise line to a serious contender in the clean eating space. Their Honey Coconut Granola, tied for second place, and Grain-Free Cinnamon Peanut Butter Granola, tied for fourth, show that even a large-scale operation can prioritize minimally processed, high-quality ingredients. Publix is showing that you can find top-notch products without going to a health food store—bringing clean, wholesome granolas to the masses.

ShopRite makes a strong showing with two granolas in the top rankings. The Minimally Processed Wholesome Pantry Organic Coconut Almond Granola ties for fourth place, while the Lightly Processed Organic Blueberry Granola is part of the three-way tie for sixth. With over 300 stores across the Northeast, ShopRite proves that regional grocery chains can compete with the big players by offering nutritious options that skip the heavy processing. Their commitment to quality ingredients shines through in their top-ranked granolas, standing out in a crowded market.

Giant and Wegmans secure the final spots in the Elite Eight with Lightly Processed granolas that keep it clean and simple. Giant’s Granola Protein Oats Honey & Hemp Seeds and Wegmans’ Organic Vanilla & Almonds Granola, both tied for sixth, demonstrate a balance between broad appeal and nutritional value. Giant, under the umbrella of retail powerhouse Ahold Delhaize, successfully delivers increased protein while maintaining its commitment to minimal processing—showing that you can boost protein without sacrificing simplicity. Meanwhile, Wegmans, an upstate New York family-owned business with a longstanding reputation for quality and innovation, continues to cater to the demand for clean eating with this particular offering.

The Sinful Seven - Most Processed

Ultra Processed

• Wegmans High Protein Chocolate Coconut Granola, 14

• Sprouts Organic Dark Chocolate Cherry Granola, 13

• Target Good & Gather Dark Chocolate Cashew Butter Granola, 12

Moderately Processed

• Kroger Simple Truth Mixed Berry Granola, 10

• Kroger Private Selection Dark Chocolate Chip Granola Clusters, 10

• 365 by Whole Foods Market Cinnamon Granola, 10

• Wegmans High Protein Cinnamon Walnut Granola, 10

While the Elite Eight showcases the best in minimally processed granolas, the Sinful Seven exposes the other end of the spectrum—those that are Ultra or Moderately Processed, loaded with additives, and far from clean eating.

Wegmans is a standout, but not in the way you might expect—they’ve landed on both ends of our rankings. Their Minimally Processed Organic Vanilla & Almonds Granola earned a spot in the Elite Eight, yet they also dominate the Sinful Seven with two of the most processed granolas. At the top of the most processed list is their High Protein Chocolate Coconut Granola, which takes the dubious crown of Ultra Processed due to the slew of added ingredients needed to pump up the protein. Their High Protein Cinnamon Walnut Granola isn’t far behind, also falling into the Moderately Processed category. These offerings show how different goals within the same brand lineup can lead to wildly varying levels of processing—proving that even a brand’s health halo isn’t always foolproof.

The presence of Sprouts and Whole Foods in the Sinful Seven is shocking, especially given their reputations—and higher price points—as go-to destinations for health-conscious shoppers. Sprouts’ Organic Dark Chocolate Cherry Granola ranks second on our list of most processed private label granolas. 365 by Whole Foods Market Cinnamon Granola, categorized as Moderately Processed, shows that even brands celebrated for clean eating can have products that don’t always live up to the hype. Even organic labels can disguise heavily processed products.

Target’s Good & Gather brand unexpectedly lands in the list of Sinful Seven with its Dark Chocolate Cashew Butter Granola, ranking third among the most processed. All very surprising, considering Target’s standout performance in our previous rankings, where they shined as one of the least processed options for both Chocolate Chip Bars and Frozen Pizzas. This slip shows that even a superstar brand in some categories can drop the ball in others, reminding consumers to stay sharp and scrutinize every product, no matter the brand’s reputation.

Then there’s Kroger, the largest supermarket operator in the U.S. by revenue, making a double appearance in the Sinful Seven with two of their private label brands. Their Simple Truth Mixed Berry Granola and Private Selection Dark Chocolate Chip Granola Clusters both find themselves in the Moderately Processed category, tied for fourth place. The irony is hard to miss—especially with a brand name like “Simple Truth.” It seems that for Kroger, simplicity is more about the marketing than the ingredient list.

The Sinful Seven drives home a key point: don’t be fooled by brand names, price points, or marketing hype. Even brands with strong reputations for health can have products that are far from minimally processed. It’s essential to look beyond the branding, scrutinize the ingredient lists, and make choices that truly align with your dietary goals and values—whether that’s minimizing processing, targeting specific nutritional outcomes, or finding a balance between flavor and nutrition.

Full Rankings - Private Label Granola

From Least to Most Processed

Minimally Processed

• Erewhon Organic Paleo Coconut Granola, 1

• Tie for SECOND Place

  • Erewhon Organic Chocolate Paleo Granola, 2

  • Publix GreenWise Granola, Honey Coconut, 2

• Tie for FOURTH Place

  • ShopRite Wholesome Pantry Organic Coconut Almond Granola, 3

  • Publix GreenWise Granola, Grain-Free, Cinnamon Peanut Butter, 3

Lightly Processed

• Tie for SIXTH Place

  • ShopRite Wholesome Pantry Organic Blueberry Granola, 4

  • Giant Granola Protein Oats Honey & Hemp Seeds, 4

  • Wegmans Organic Vanilla & Almonds Granola, 4

• Tie for NINTH Place

  • ShopRite Wholesome Pantry Grain Free Maple Vanilla Granola, 5

  • Erewhon Organic Vegan Granola, 5

  • Costco Kirkland Signature Organic Ancient Grain, 5

  • Meijer Honey Almond Granola, 5

  • Target Good & Gather Blueberry Flax Granola, 5

  • Walmart Great Value Oats & Honey Granola, 5

  • Walmart Great Value French Vanilla Almond Granola, 5

  • Meijer Maple Pecan Granola, 5

  • Kroger Simple Truth Organic Oats & Honey Granola Clusters, 5

  • Sprouts Organic Nut Butter Banana Granola, 5

• Tie for NINETEENTH Place

  • Kroger Honey and Oats Granola, 6

  • Kroger Oats Raisins Almonds and Honey Granola, 6

  • Kroger Private Selection Maple Pecan Granola Cluster, 6

  • Target Good & Gather French Vanilla Almond Granola, 6

  • Safeway O Organics Organic Granola Chia Flax Quinoa, 6

  • Stop & Shop Nature’s Promise Organic Granola Fruit & Nut, 6

  • Stop & Shop Nature’s Promise Organic Granola Vanilla Almond, 6

  • Meijer Cinnamon Granola, 6

  • Meijer Vanilla Almond Granola, 6

  • Walgreens Nice! Protein Oats & Honey Granola, 6

Moderately Processed

• Tie for TWENTY NINTH Place

  • Kroger Simple Truth Organic Acai Bowl Granola, 7

  • 365 by Whole Foods Market Organic Raisin Granola, 7

  • Sam’s Club Member’s Mark Honey Almond Granola, 7

  • Wegmans Organic Blueberry & Flax Granola, 7

• Tie for THIRTY THIRD Place

  • ShopRite Wholesome Pantry Chocolate Granola, 8

  • ShopRite Bowl & Basket Crunchy Granola Raisin Bran, 8

  • 365 by Whole Foods Market Organic Granola Oat & Honey, 8

  • Kroger Simple Truth Organic Blueberry Oats & Honey Granola Clusters, 8

  • Safeway O Organics Granola Coconut & Dark Chocolate Chip, 8

  • Safeway O Organics Organic Granola Oats & Honey, 8

  • Giant Granola Vanilla Almond, 8

  • Giant Honey & Oats Granola, 8

  • Publix GreenWise Granola, Chocolate Chia, 8

  • H-E-B Cocoa & Chocolate Granola, 8

• Tie for FORTY THIRD Place

  • Kroger Private Selection Cinnamon Roll Granola Clusters, 9

  • Sprouts Organic Blueberry Lemon Granola, 9

• Tie For FORTY FIFTH Place

  • Kroger Simple Truth Mixed Berry Granola, 10

  • Kroger Private Selection Dark Chocolate Chip Granola Clusters, 10

  • 365 by Whole Foods Market Cinnamon Granola, 10

  • Wegmans High Protein Cinnamon Walnut Granola, 10

Ultra Processed

• Target Good & Gather Dark Chocolate Cashew Butter Granola, 12

• Sprouts Organic Dark Chocolate Cherry Granola, 13

• Wegmans High Protein Chocolate Coconut Granola, 14

To learn more about the impact of food choices and decode your pantry, explore our detailed guides and expert insights on WISEcode. Whether you're curious about understanding food labels, differentiating between processed and whole foods, or discovering smarter alternatives, our platform is here to help. Dive deeper into our resources and join our community committed to making informed decisions for your unique lifestyle. Check out more on our website and follow us on social media to start your journey towards better nutrition today!