Top 35 Private Label Retailers: Safeway

Estimated 2012 private label sales: $11.0 billionSafeway Inc.

Banners: Carrs-Safeway, Dominick’s Finer Foods, Pak’n Save, Safeway Food & Drug, Randalls, Flagship Randalls, Tom Thumb, Flagship Tom Thumb, Simon David, Vons, Pavilions

Private Labels: Open Nature, O Organics, The Snack Artist, Marcela Valladolid, Safeway Kitchens, Safeway Farms, Safeway Select, Primo Taglio, Lucerne, Pantry Essentials, Refreshe, Eating Right, Debi Lilly, waterfront Bistro, Bright Green, In-Kind, Mom to Mom

Notes: Over the last several years, Safeway has cultivated its “Lifestyle” approach to store layout, private label and overall branding. Along those lines, earlier this year Safeway CEO Steven Burd suggested that, over the next decade, they will transform into “a wellness company selling food.” Safeway CMO Diane Dietz noted that this is all about private label branding—and taking the leading edge, and not relying exclusively on an NBE approach: “We are about true innovation versus replication. We actually look at trends. We try to meet our consumers’ needs in a unique way, and we are not about replicating the national brand.” Safeway’s “100 percent natural” Open Nature brand—products that never include 130-plus listed “artificial” ingredients—saw significant growth during 2012, doubling sales and expanding into multiple new categories, currently encompassing nearly 200 products over 36 different categories. O Organics continues to grow, as well, as does value brand Lucerne, which has seen retooling. During 2013, Safeway finally officially launched its Marcela Valladolid store brand, centered on “the real taste of Mexico.”



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This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.


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