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number ACTRN12614000918628. Date registered 27/08/2014.The packaged foods sold in food stores may be "private-label" products (PL), when branded by the supermarket, and "branded" products (BR). PL products are generally cheaper than the BR counterparts, and this can be perceived as a sign of general low quality by consumers, when items are compared with their branded counterparts. Thus, the aim of the present study was to compare the nutrient content of BR and PL cereal-based foods, by evaluating the nutritional declaration reported on the