Store brands for kids are on the radar of more retailers, now that Kroger has debuted its Disney Magic Selections line. Available exclusively on Kroger store shelves, the 100-plus-SKU line includes such kid-friendly items as waffles, cereal, pizza — even Mickey-shaped hamburgers. Healthier items carry a “Mickey's Thumbs Up” icon on the front panel to identify attributes such as “made with whole grains” or “no preservatives.” Kids' private labels got another push in April when Safeway ...

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