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?
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.