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A Better Box
Private-label goods in the United States are making significant gains against national brands during the economic recession. But brand marketers are fighting back through product innovation. Take, for example, the cereal category. Kellogg Co., Battle Creek, Mich., is test marketing a new cereal carton that is shorter than traditional boxes. The new packaging is designed to better meet consumers' desire for more space in their pantries. In addition to helping consumers save space at h…