While cereals still rule in the breakfast aisle, some retailers are currently cross merchandising them, along with other morning foods, elsewhere in the store to garner additional sales. For example, Rick Hagan, sales manager and head buyer for Camellia Food Stores, Norfolk, Va., puts some cereal in the dairy aisle, near the milk. "We have specific cereals that we promote in the dairy department, and we try to maintain [at least] one on an ongoing basis. The cereal is usually a promoted or ...

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