Private Label

MINNEAPOLIS - General Mills said yesterday that it will begin to make all of its Big G breakfast cereals with whole grain, the first leading food manufacturer in the category to do so.

WASHINGTON - An attempt to accelerate the implementation date of country-of-origin labeling to Jan. 1, 2005, instead of the present Sept. 30, 2006, was scuttled in a party-line, 14-14 tie vote in the Senate Appropriations Committee.

PITTSBURGH - Giant Eagle, Inc. is in the process of introducing an expanded line of branded products in additional categories, including specialty Mediterranean and natural and organic foods, and a new Valu Time line of products storewide.

'If you can't beat 'em, join 'em' is the cereal category's modus operandi in the face of the low-carb movement.

LONDON - Leading U.K. supermarket chain Asda, a division of Wal-Mart, is extending its George brand to jewelry. The new 360-SKU range of George Jewelry, which was been co-created by Asda's jewelry and George teams, will make up 40 percent of the company's total jewelry offering, Asda has announced.

BOULDER, Colo. - Increased direct-store expenses and softer-than-expected sales in the second quarter led to a drop in Wild Oats Markets, Inc.'s second-quarter net income, the company said in an earnings conference call yesterday morning.

HOMEWOOD, Ill. - Carl Buddig & Co., based here, one of the country's leading suppliers of private label, thin-sliced meats, has been named Supervalu's 2004 "Supplier of the Year." The Minneapolis-based supermarket retailer presents the award annually for outstanding performance.

BROOKLYN, N.Y. - Legendary Rheingold Beer, a New York-area icon brand, will once again be brewed in its hometown of Brooklyn, according to news reports.