CHICAGO — Packaging color has been a topic of conversation at the Private Brand Movement show here. Despite the trend of white packaging, which many agree was used successfully to create a clean, pure look in brands like A&P's Green Way natural and organic line, several speakers say color adds warmth and excitement to a private brand. Wal-Mart, Bentonville, Ark., initially used white for its Great Value grocery brand. But to improve on-shelf navigation, it recently updated the brand's ...

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