Safeway Unveils Rollout Plan for Private Labels

Safeway said last week it expects its O Organics and Eating Right lines to begin popping up on other supermarkets' shelves this fall, supported by a full-scale advertising campaign. The chain is marketing the two brands to other companies through Lucerne Foods, a wholly owned subsidiary. Lucerne in turn is a member of the Better Living Brands Alliance, a newly formed consortium

PLEASANTON, Calif. — Safeway said last week it expects its O Organics and Eating Right lines to begin popping up on other supermarkets' shelves this fall, supported by a full-scale advertising campaign.

The chain is marketing the two brands to other companies through Lucerne Foods, a wholly owned subsidiary. Lucerne in turn is a member of the Better Living Brands Alliance, a newly formed consortium of manufacturing, marketing and distribution companies led by James D. White.

Register to view the full article

test - Advanced Registered User

Already a member? .