Joe's No Frills has been around awhile now, it is part of the Loblaw's grocery chain, which has many different brands. When No Frill's opened it certainly did have some low prices, much better than most of its competitors, and so low prices=No Frills. As time went by prices on many items seemed to be creeping up, much closer to what other stores were selling the same items for also higher end products appeared at the same price or more than their competitors. Unfortunately many shoppers had programed their brains to equate No Frills with the lowest prices in the area. Another one of No Frill's guarantee was to have the lowest price on items that there competitors had and they would match it. But you had better read the fine print on that offer which could be found in their flyers and ads, but not found on the brightly colored T-shirts advertising the same. I saw one person who found an item at a lower price in the Shoppers Drug Store which is in the same building, this person wanted No Frill's to match the price. No way said the management, Shopper's was not a grocery store. In fact, the only store that No Frill's will match are the two Safeway's in the immediate area, one 3 blocks away and the other 5 blocks away They will not match any of the other local food marts, vegetable stores in the area or the other major grocery store 8 blocks away which happens to be part of the Loblaw's grocery chain but a different name. When I asked them why they would not match the answer was "we are only matching Safeway". So, bottom line, when you shop at No Frill's be very careful of what you purchase as you may find it at another store for a lessor price.