Although more and more of the spoons dipped into cereal bowls nowadays come out with private-label crunchies, brand-name cereals are far from soggy. National brands still drive the category's sales, despite steady shelf-space gains by private labels, according to grocery buyers and merchandisers contacted by SN. They say the major cereal manufacturers have been cutting prices, encouraging consumers to think twice about switching to private-label cereal. "Some [national-brand cereal] ...
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