After years of losing pet food market share to mass and specialty stores, supermarkets have realized the way to woo pet owners is to be warm and fuzzy themselves. To that end, retailers are grooming their pet aisles into destination centers. Minneapolis-based Supervalu has organized the category into what Craig Espelien, general director of store brands and strategic sourcing, called a "celebration department for pets." It's a centralized pet care center with point-of-purchase aids to ...

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