Safeway Quietly Expands Open Nature Private Label Line

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March 29, 2011

In January Safeway debuted its new Open Nature line of private label products, beginning with the meat category, with the promise of other categories to come.

In recent store visits, Store Brands Decisions observed several category additions to the 100-percent natural Open Nature line, including dairy, bread, pasta and ice cream. Over the past two months it appears that the California grocer has added several hundred SKUs to the line.

All products boast they are 100 percent natural with no artificial flavors or additives. Some new products include Cream Top Yogurt and ice cream in multiple flavors made from milk derived from cows not treated with rBST. Gourmet pastas include fettuccine, linguine, ravioli, tortelloni and tortellini; and bread includes 100% Natural and 100% Whole Wheat Bread, Nuts & Seed

In January, Safeway launched the line with chicken, sausage, bacon, hot dogs, Angus beef and pork, all of which are raised without antibiotics and added hormones, and are vegetarian fed.

Store Brands Decisions also noticed the expansion of the grocer’s In-Kind personal care line, which launched in October of last year. New products include Revitalizing & Exfoliating Body Wash with Rosemary Oil; three types of natural hand soap including ginger, mint and green tea; exfoliating facial scrub and a night time facial firmer and daytime facial firmer.

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