Retailers win over shoppers with private brands

11/11/2007 | Sacramento Bee (Calif.) (free registration), The

San Francisco-based Mad Will's Food Co. manufactures products for supermarkets that the retailers then market as their own private-label products. The Nielsen Co. reports that the number of consumers who purchase private-label products is up. Safeway has experienced remarkable growth in its O Organics private-label brand and plans to reorganize it by updating its packaging.

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Sacramento Bee (Calif.) (free registration), The

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