The private-label industry is putting the "frills" back into a category historically known for not having any. It's no secret that store brands have grown in prominence -- and importance -- among retailers seeking ways to stand out among competitors in an increasingly congested marketplace. Supermarkets now proudly feature their signature items in circulars. In stores, they receive coveted real estate festooned with banners and colorful signs. The effort is more than just a cosmetic ...

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