Refreshe with Private Brand from Safeway

Pleasanton, California-based grocer Safeway is inviting its customers to “pop open great taste at a great price,” with the launch or relaunch of its line of Private Brand carbonated soft drinks under the “refreshe” name. The sodas will continue to carry the Safeway brand while extending the existing bottled water brand “refreshe” with new designs by San Francisco based branding agency Anthem Worldwide. Safeway will offer more than fifteen different flavors including a wide selection of colas, fruit flavors and diet drinks.

The new brand is on currently on sale for $1.88 per 12-pack of 12-ounce cans, or 2 for $1 per 2-liter bottle, with loyalty card. Refreshe water is currently on sale for $2.99 per 24-pack of 16.9-ounce bottles.

This is an interesting move that seems to point to Safeway evolving not simply soft drinks but its Private Brand portfolio. Is it possible that a simple brand extension could be a signal of a strategic shift to come?

The old Safeway carbonated beverage designs

To learn more about Safeway’s Private Brand strategy join myself and Nancy Cota, Vice President Innovation, Consumer Brands, SAFEWAY at the 2010 Private Brand Movement Conference in Chicago. The conference will be held September 27-29, 2010 at boutique riverfront hotel the Hotel Sax.

My Private Brand Readers may register with the code MYPBRAND and save 20% off standard rates.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.