Safeway Launches Private Brand Salsas

This past week Pleasanton, California based grocer Safeway announce the launch of a new line of Signature Cafe Private Brand salsas and dips that pair perfectly with their recently launched chip Private Brand Snack Artist.  The Signature Café products will be merchandised in the deli department

New Salsa Flavors:

  • Salsa Fresca is a traditional Mexican recipe of tomatoes, onions, peppers and cilantro available in mild, medium or hot.
  • Triple Roasted Salsa combines chunky roasted peppers, tomatoes, cilantro, roasted garlic, and spices with a medium heat level
  • Salsa Fuego is a fiery puree of tomatillos, tomato, chiles, and peppers (this one is my personal favorite!)
  • Salsa Verde blends grilled tomatillos, peppers, cilantro, jalapenos, garlic and spices in a traditional green, mild salsa
  • Creamy Tomatillo Salsa is a mild and refreshing combination of tomatillos, avocados, jalapenos, onions, and garlic

New Dip Flavors:

  • Queso Dip is a creamy and cheesy dip with a flavorful blend of tomatoes, green chiles and jalapenos – great served heated!
  • Artichoke with Spinach Dip is a decadent and cheesy blend of artichoke hearts and spinach – also great served heated!
  • Cucumber & Dill Greek Style Yogurt Dip makes a perfect and refreshing companion to a crudité platter or as a dollop on a pita sandwich


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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.