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MAR 2007

Recall Sheds Light on Pet-Food Industry's Little Secret†

Consumers See That Premium, Private-Label Products Can Come From Same Place

Advertising Age, March 20, 2007 — The massive national pet-food recall stemming from deaths of at least 10 pets is also letting consumers in on one of the industry's well-guarded secrets — that some of most premium pet-food brands in the U.S. use the same manufacturer that processes dozens of low-price private-label products.

Categories: Brand Strategy, Brand Blunders
Tag: Private Label

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