Retailers are recognizing the importance of developing their brand as a stand-alone product, equal or superior to the national brand. To that end, store brand packaging is more closely resembling that of the national brands, with more professional photography, rich colors and innovative design than ever before. "These days, supermarkets want to be more than a private-label or store brand. They want to be another brand to compete with national brands," said Wendy Sallak, director of creative ...

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