Consumers of superpremium ice cream in pints are looking for quality. Almost everyone else is looking for price when they buy ice cream in half-gallons. That's what many retailers contacted by SN said they see happening in their stores. The preoccupation with price is a big factor in consumers' purchasing choices for branded half-gallons, said buyers, and it's a shot in the arm for private-label packages. "In the half-gallon segment, whatever is on sale is what the customer will take ...

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