Safeway Seeks Lift From New Private Brand

In a BrainTrust Query last week on RetailWire, Carol Spieckerman, president of newmarketbuilders, wrote about Safeway's success introducing private labels through its Better Living Brands Alliance that not only help build sales and profits at the chain's stores, but were being distributed at other chains including Brookshire Borthers, Hy-Vee and Price Chopper.

Yesterday, Safeway announced the rollout of Open Nature, its new brand of 100 percent natural foods. The line includes 100 products made from natural ingredients with nothing artificial added. Items in the current lineup include a variety of fresh and processed meats priced between $3.99 and $5.99. Safeway plans to add Open Nature products in categories including bread, frozen foods, ice cream, salad dressing and yogurt.

"Open Nature is a great addition to Safeway's portfolio of health and wellness brands joining O Organics and Eating Right. It's another demonstration of Safeway's commitment to providing our customers the best possible experience when they prepare and eat meals for themselves and their families," said Joe Ennen, senior vice president of consumer brands at Safeway, in a press release.

The Open Nature launch follows Safeway's 2005 introduction of O Organics, which the grocer claims is the number one organic line (470 items) of food and beverages in the U.S. today. The company's Eating Right line was launched in 2007 and has grown to over 300 low-priced items.

• Safeway Announces Open Nature Line Of 100% Natural Foods Exclusive - Safeway Inc./Business Wire