Safeway Adds Open Nature Line to Private Label Offering

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January 18, 2011

Open Nature, a new 100-percent natural private label line from Safeway, is hitting stores shelves, as are the company’s new varieties of Signature Café prepared meals.

While Open Nature is expected to span numerous in-store categories, the first products rolled out are in the meat department, according to the company’s blog.

“Open Nature foods, landing on store shelves now, uses 100 percent natural ingredients with nothing artificial added and with as little processing as possible,” according to the blog. “We have several new items on their way, but a great place to start now is in the meat department.”

Safeway launched the line with Open Nature chicken, sausage, bacon, hot dogs, Angus beef and, in select stores, pork. Safeway reports that its Open Nature meats are raised without antibiotics and added hormones, and are all vegetarian fed.

The grocer also rolled out eight new Signature Cafe Family Size entrees, with each containing three to five servings

New varieties range from American comfort food favorites to those with ethnic spice such as Butternut Ravioli with Alfredo Sauce, Beef Lasagna, Beef Shepherd’s Pie, Chicken Tikka Masala with Butter Rice, Pot Roast with Mashed Potatoes, Turkey Stuffed Peppers with Creamed Spinach, Baked Chicken Tortilla Casserole and Baked Mac & Cheese.

SBD Views: Since the launch of “The Snack Artist” salty snack brand in late November, Safeway has been on a roll with a string of new store brand product introductions. We suspect there’s more coming.

Read These Related Articles:

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• Waitrose Brand Duchy Explores Spain
• Fresh & Easy Launches New Healthy Prepared Food Line
• Whole Foods Redesigns Its Store Brands Prepared Food Packaging
• Technomic: Retailer Prepared Food Programs Gain Ground on Restaurants

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