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Big Brands Mix It Up With Store Brands In Displays

Brand-name manufacturers such as General Mills and Kraft are trying to boost sales and defend their market shares in part by working with retailers to create special displays that allow name brands and store brands to share the promotional spotlight, Julie Jargon and Ann Zimmerman report.

General Mills recently did a "taco night" display at Food Lion featuring its Old El Paso brand taco shells, taco seasoning mix and refried beans, as well as Pace salsa and Food Lion rice and ground beef, for example. Kraft's efforts include in-store meal and sandwich displays at Publix Super Markets and Meijer stores that feature both Kraft and store-brand products. "They bring the bread, we bring the meat and cheese," says Kraft CEO Irene Rosenfeld.

Wal-Mart, meanwhile, intends to re-launch its own private brand, Great Value, with improved packaging and quality. The plan carries some risks for Wal-Mart. "Our customer is aspirational, and she likes branded products," admits Wal-Mart CFO Tom Schoewe. "We hope to increase penetration of private label while we continue to grow branded products. That is key."

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