A new online grocery store is setting itself apart by ditching fancy labels and complex price tags.

Brandless, a San Francisco-based startup from serial entrepreneurs Tina Sharkey and Ido Leffler, sells everything from snacks and meal kits to toothpaste and cleaning supplies at the same price: $3 per item.

As the name of the company suggests, all of the inventory comes in spare, generic packaging marked only with an individualized checklist of moral or health-conscious “values,” like whether it’s organic, gluten-free, or non-GMO. The site currently stocks 115 products that span food, household supplies, and beauty and personal care.

Just days into the site’s official debut this week, it’s already raised $50 million in pre-launch funding from investors including Cowboy Ventures, New Enterprise Associates, and Redpoint.