SuperBrands 97 Category Ranking: FOOD

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Food companies continued the march back to basics, focusing efforts on core brands. The biggest shift happened in the cereal aisle, where Kraft Foods’ Post division touched off massive price cuts. Leaders Kellogg and General Mills followed suit, pressuring private-label competition and Quaker Oats’s fledgling bagged cereal initiative, which rolled out in January 1996.
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