Though it is sold only in Wal-Mart stores, Wal-Mart's Ol'Roy dog food has surpassed Nestlé's Purina brand as the top-selling dog food. Ol'Roy is an example of a ________.

Question

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Ol'Roy is an example of a private label, which is a product that is sold under a retailer's brand name rather than a manufacturer's brand name. Even though it is only sold in Wal-Mart stores, it has surpassed Nestlé's Purina brand in sales.

Though It Is Sold Only in Wal-Mart Stores, Wal-Mart's Ol'Roy