If you haven't been to Sprouts, shame on you. :)
You'll find many house branded items - like many other supermarkets these days - along side the brands. There are plenty of fruits and veg - along with a fair amount of organic that carries the organic price. The other big plus is the robust bulk foods section - especially if you find yourself there during a sale.
There are a few knocks on the Store. I find it's prevalent in most grocers that the staff is "ok" - some of the folks go out of their way to help, others not so much. Their produce isn't quite top notch. The veggies are typically just fine - but the fruit always seems to have a much shorter shelf life once it gets home (even stuff that is refrigerated).
You can do far worse than Sprouts - I really enjoy their stores - much more so now that they are carrying more items.