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Recognizing recession-weary consumers are buying more shelf stable products, Del Monte, General Mills, Kraft and others are focusing their marketing and R&D efforts on the formerly unsexy center of the supermarket.

The move is notable because, for the past few years, most of Big Food’s marketing focus has been on the outer aisles while the center store—the middle aisles which hold everything from kidney beans to vanilla pudding to marshmallows—got little attention.

“Center store is back,” said Tom Vierhile, a research director who tracks new products at Datamonitor in New York.

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