ROCHESTER, N.Y. — Wegmans Food Markets is spreading the word that its private-label cereal fared better than national brands in a child’s school project. A New Jersey shopper wrote a letter to Wegmans about how her son wanted prove that people prefer the national-brand cereal over the generic brand. He went to Wegmans and bought national brands and their private-label counterparts. He then set up taste tests of both cereals, and 60 people taste-tested the cereals. In all but one case, all 60 ...

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