Until recently, leadership in the various segments of frozen desserts was a fairly mixed bag of giant food companies, like Kraft Foods (Northfield, Ill.); large mixed food and consumer products companies, like Sara Lee (St. Louis); and smaller concerns that did little beyond frozen desserts, such as Edwards Fine Foods. That has changed with the acquisition of Edwards in 2001 and Mrs. Smith's in 2003 by Schwan Food Company (Marshall, Minn.), the frozen food company that holds second place in the frozen pizza category, after Kraft. With these two buys, Schwan became the category leader for frozen desserts, and competitors are watching to see what comes next. As it stands, Kraft leads the largest segment, frozen toppings; Schwan leads the second largest, pie; Campbell Soup Company's (Camden, N.J.) Pepperidge Farm division holds the lead on the third, cakes and pastries; and Sara Lee dominates the fourth, cheesecakes. Private label products claim more than 10% of the category, and their share is rising.