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This study of the U.S. bread market gives readers insight into this $23 billion business. The study covers packaged, fresh and frozen bread products, including a growing number of specialty bread products. Strategies and new products of key companies (Interstate Bakeries Corp., Best Foods, Campbell Soup Co., etc.) are discussed. Major marketing, retailing and demographic trends are all explored in-depth. Special attention is given to the in-store bakery phenomenon. Sales data cover 1995-1999, with projections given through the year 2004. Primary data sources include Information Resources Inc. and Simmons Market Research Bureau.

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