Sales increases in novelty candy show no signs of ebbing, but many supermarket retailers only recently have begun to catch the wave of this profitable trend. Novelty candy, also known as interactive candy for its play value, has shown double-digit increases for the last four years, according to Information Resources Inc., Chicago. Bob Bruno, category merchandiser for grocery sales at A&P, Montvale, N.J., said that mass merchants like Toys 'R' Us have historically done a better job of ...

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