Safeway Launches Private-Label Seafood Line

Safeway has introduced Waterfront Bistro, a new frozen seafood line that includes shrimp, tilapia and halibut.

PLEASANTON, Calif. — Safeway has introduced Waterfront Bistro, a new frozen seafood line that includes shrimp, tilapia and halibut.

About six items are promoted in this week’s circular. A 12-ounce package of tilapia sells for $6.99; halibut is priced at $14.99 for 12 ounces. The line also includes Waterfront Bistro cocktail sauce, two for $4. A Safeway spokeswoman declined to comment.

The line comes as more retailers are showing interest in private-label frozen seafood.

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