Private-label baby and kids' lines can be more than just healthy, less expensive alternatives to national brands. Through proper product selection, retailers can strengthen their core brand images, said Tom Mosk, director of private label for the Fantasy Cookie Co., Sylmar, Calif., manufacturer of store-brand cookies. “Retailers have a lot of choices when developing a private-label line,” he said. “Each choice gives them the opportunity to make a statement to their shoppers that reinforces ...

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