Safeway, Supervalu, and others are deploying more private-label goods, among other things, to outwit the likes of Kellogg and General Mills. Jeffrey Noddle, CEO of Minneapolis-based Supervalu, is
telling analysts to expect a "battleground" over the next six months as he pressures manufacturers to adjust their prices, Matt Boyle writes. And if they refuse? "In almost every category, you have
other vendors to look to," according to Noddle.
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