MEMPHIS, Tenn. -- The way most retailers advertise their private-label products is along generic lines, such as, "'Think of Piggly Wiggly brand when you want quality and savings,' rather than doing an ad for bleach, which is the top-selling private-label household product," said Newbern Rooks, director of private brands for Piggly Wiggly Co. here. Piggly Wiggly has 15 items and 35 stockkeeping units in household cleaners under its own brand, Rooks said. The Sewell-Allen group of 10 Piggly ...

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