Jan 28, 2008 12:00 PM, By CAROL ANGRISANI

Innovation, new sub-brands and niche items are driving store-brand growth By: By CAROL ANGRISANI

Sales of private-label frozens are anything but cold.

Store-brand frozen prepared food had the largest dollar and unit sales growth of all high-volume private-label categories, soaring 20% in dollars to $570 million and jumping 14% in units to 159 million, according to Nielsen data for the 52 weeks ending Dec. 1, 2007, compared to the prior 52 weeks. (Eggs were the No. 1 category in terms of dollar sales gains, but that was mostly due to price increase, not unit movement.)

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