Shoppers snapped up $35 billion worth of specialty food last year, testimony to their hunger for foods that are high quality, distinctive and exotic. And supermarkets are chasing those dollars with expanded sets and new formats devoted to specialty categories. But fancy bottles of sea salt and olive oil don't always sell themselves. Shoppers often don't know what they are, how they taste or how to use them, and they're pricier than their conventional counterparts. "People aren't going to ...

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