A multifaceted alliance between Rite Aid Corp., Camp Hill, Pa., and General Nutrition Cos., Pittsburgh, has turned up the heat in an already feverish dietary supplement market. But such is the state of this tremendously profitable category that supermarket executives, manufacturers and industry observers told SN the agreement, while undoubtedly a boon for Rite Aid and GNC, wouldn't put a dent in supermarkets' booming vitamin and supplement sales. Indeed, they said, supermarkets might even ...

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