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The Chicago Tribune reports that ItemMaster, described as a startup that creates "tools for food brands to create detailed and accurate product labels," as well as offering "a platform through which food brands can update product information online, so that retailers can better categorize products," has raised $7.5 million in investment capital, which will allow it to expand its staff and product development efforts.

ItemMaster, as it happens, was incubated by Ahold-owned Peapod before being spun off as an independent company earlier this year.

The story says that ItemMaster "works with 1,700 manufacturers and 85,000 products."
KC's View:
"Product information" is just another phrase for "telling a story," and I think anything companies can do to help retailers and suppliers create more compelling and relevant narratives is a good thing.