MORE SOPHISTICATED PRIVATE-LABEL PRODUCTS, LIKE THOSE IN EUROPEAN COUNTRIES, MAY SOON FIND THEIR WAY TO THE UNITED STATES

Best practices in private label may soon be spreading around the globe.With some exceptions, private-label products in U.S. supermarkets are still regarded by most retailers and their customers as secondary to national brands.This is much different in Europe, where private label is often preferred by consumers for its superior quality. Sophisticated packaging helps mark these products with the credibility

Best practices in private label may soon be spreading around the globe.

With some exceptions, private-label products in U.S. supermarkets are still regarded by most retailers and their customers as secondary to national brands.

This is much different in Europe, where private label is often preferred by consumers for its superior quality. Sophisticated packaging helps mark these products with the credibility attached to the retailers' own brand names.

"Own range" p

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