While private-label packaged goods have been one of the big success stories in Center Store, retailers may be in danger of resting on their laurels while mass merchants and drug chains move ahead and develop their own store brands as one more competitive weapon. According to the Private Label Manufacturers Association, cold cereal in mass merchandisers is the second fastest-growing store-brand category overall in any channel, with an 85.5% increase in units sold in 1998 vs. 1997, from ...

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