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Does Whole Foods need the middle aisle? What the shift toward fresh means for retail

from Forbes

The Keebler Elves are going to need a smaller tree. Kellogg, the maker of Keebler cookies, Frosted Flakes, Pop-Tarts and Pringles, recently posted a 2.5% decline in second-quarter sales due in part to a consumer shift toward fresher, healthier foods. Kellogg wasn’t the only big-food brand to see its sales slip: Kraft Heinz, General Mills and Pinnacle Foods (Duncan Hines, Birds Eye) did as well. more

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