PRIVATE-LABEL ISB PRODUCTS CAN BOOST IMAGE

INDIANAPOLIS -- Private-label branding has evolved into a marketing tool that -- when employed in the bakery -- can both seal loyalty and pull customers into the store more often, retailers say.In this era of chain mergers when retailers are seeking a point of differentiation, bread or cakes can be the pivotal ingredient in building a name for themselves -- but the products must be given a special

INDIANAPOLIS -- Private-label branding has evolved into a marketing tool that -- when employed in the bakery -- can both seal loyalty and pull customers into the store more often, retailers say.

In this era of chain mergers when retailers are seeking a point of differentiation, bread or cakes can be the pivotal ingredient in building a name for themselves -- but the products must be given a special identity and marketed well, they said.

"Not all of our private-label products a

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