Today's dairy aisle has grown to become more of a brand-oriented department, and managers are discovering new ways to promote the category, retailers and industry observers told SN. Still, there's a lot of work to do, since specific identities for category mainstays like fluid milk and eggs are only now gaining something resembling a brand name. Consolidation within the dairy industry is the main engine behind such movement, but progressive retailers aren't waiting for manufacturers to help ...

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