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. As reported, Winn-Dixie Stores, Jacksonville, Fla., has launched a line of frozen seafood dinners under the Winn-Dixie Fisherman’s Wharf brand. Ready in 10 minutes, the dinners come in six varieties, including shrimp and sausage gumbo.

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