Retailers are wondering whether the national cereal brand price wars will make their private-label sales soggy. Most polled by SN agreed the reductions are bound to affect the cereal category, though there were mixed feelings on how it will hit private label. Some said sales will remain sweet, but others fear the move could drive consumers who have favored bagged and other private-label cereal to eye products like Froot Loops and Frosted Flakes more closely. "I'm sure that people will ...

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