Buyers and merchandisers are keeping frozen pies, cakes, pastries and other baked sweets before consumers, despite the category's uneven sales. Nowadays, in-store bakeries are getting the lion's share of new products, merchandising and advertising. But astute use of advertised price reductions, buy-one-get-ones and multiple pricing, plus endcap displays and product tie-ins -- mostly during the core fall and winter holiday season -- has pulled shoppers to the frozens case. John C. Groub ...

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