Categories / Ethnic Foods

Safeway Rolling Out Private Label Marcela Valladolid Brand

Safeway is rolling out a new exclusive brand of Mexican food products this September. The company has teamed up with Marcela Valladolid, Food Network host and cookbook author, to create the Marcela Valladolid brand.

safeway

"Growing up in Mexico, I know what real Mexican food is — and isn't," said Marcela Valladolid. "I'm passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives."

The Marcela Valladolid brand will offer dozens of products across the store, ranging from ready-to-cook meats and delicious tortillas to bold and flavorful snacks. Paired together, Marcela Valladolid products provide a wide variety of easy and affordable Mexican meal solutions.  The brand features delicious ready-to-cook meats such as Al Pastor Pork, Ancho Chipotle Chicken,Carne Asada and more.  Additional products range from thin and savory Flour Tortillas and authentic Corn Tortillas to snacks like Chile Lime Flaquitos and Salsa Verde Tortilla Chips, to name just a few. Valladolid has worked closely with the talented chefs at the Safeway Culinary Kitchens from start to finish to create this product line.

"Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience," said Joe Ennen, senior vice president of Consumer Brands for Safeway. "Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere."

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Jamie Grill-Goodman

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace