PRIVATE-LABEL PASTA TERMED 'FEARED PREDATOR'

NEW YORK -- Private-label and value-added products have made a strong impact on the pasta, pizza and rice categories, according to Datamonitor, a management consultancy here.

rough "value" products, such as thin spaghetti and noodles. Private-label manufacturers have produced pastas of different types, color and shapes. Datamonitor estimates that private label has increased its market share by almost 50% over the last four years due, in part, to the growth within the premium arena.

Value-added rice and pasta have helped promote a stronger relationship between the consumer and the brand, the report states.