Safeway Bakes Tasty Private Brands in Safeway Kitchens

Christopher Durham Jun 22, 2011 4

Source: Fresh & Easy Buzz

Over the last year Pleasanton, California-based grocer Safeway has continuously evolved and grown their Private Brand portfolio including the quiet launch of Safeway Kitchens. To date the new brand appears to be positioned as a NBE line of fresh bread, rolls, hot dog and hamburger buns, english muffins, bagels and specialty breads. With more than 59 SKUs the brand is pervasive in the bread aisle.

Source: Fresh & Easy Buzz

The NBE positioning also allows Safeway’s new natural Private Brand Open Nature to occupy a distinctly natural, premium position alongside Safeway Kitchens. For Example: The 22-24 ounce bread varieties – Whole Wheat, Multi-Grain and Oats & Nuts, for example – are virtually identical to the Safeway Kitchens breads, except the Open Nature breads contain no high-fructose corn syrup and artificial additives, colorings and preservatives.

Source: Fresh & Easy Buzz

“Safeway Kitchens” SKUs

  • Safeway Kitchens English Muffins, 100% Whole Wheat 6/14 oz
  • Safeway Kitchens Bread, Very Low Sodium Multi-Grain 16 oz
  • Safeway Kitchens Bread, Texas Toast Enriched 22 oz
  • Safeway Kitchens Bread, French Toast 22 oz
  • Safeway Kitchens Bread, 100% Whole Wheat 22 oz
  • Safeway Kitchens Bread, Enriched White Sandwich 22 oz
  • Safeway Kitchens Bread, Enriched White 22 oz
  • Safeway Kitchens Bread, Wheat 22 oz
  • Safeway Kitchens Bread, Enriched Butter Top White 22 oz
  • Safeway Kitchens Bread, Butter Top Wheat 22 oz
  • Safeway Kitchens Bread, Crushed Wheat 22 oz
  • Safeway Kitchens English Muffins, Extra Crisp, 12 oz
  • Safeway Kitchens Hamburger Buns, Giant Wheat 8/18.5 oz
  • Safeway Kitchens Hamburger Buns, Enriched Giant 8/18.5 oz
  • Safeway Kitchens Hamburger Buns, Giant Sesame 8/18.5 oz
  • Safeway Kitchens Hamburger Buns, Potato 8/15 oz
  • Safeway Kitchens Hot Dog Buns, Potato 8/15 oz
  • Safeway Kitchens Hot Dog Buns, Enriched 8/11 oz
  • Safeway Kitchens Hamburger Buns, Enriched 8/11 oz
  • Safeway Kitchens Hamburger Buns, Enriched Giant 8/20 oz
  • Safeway Kitchens Hamburger Buns, Enriched 8/12 oz
  • Safeway Kitchens Hot Dog Buns, Enriched 8/12 oz
  • Safeway Kitchens Bagels, Plain Sliced 6/18 oz
  • Safeway Kitchens Bagels, Cinnamon Raisin Sliced 6/18 oz
  • Safeway Kitchens Bread, 12 Grain 24 oz
  • Safeway Kitchens Bread, 15 Grains Plus Omega 3 24 oz
  • Safeway Kitchens Bread, Healthy Grains 24 oz
  • Safeway Kitchens Hamburger Buns, Crushed Wheat 8/13 oz
  • Safeway Kitchens Hot Dog Buns, Crushed Wheat 8/12 oz
  • Safeway Kitchens Hamburger Buns, Enriched Sesame 8/20 oz
  • Safeway Kitchens Bread, Sourdough Sliced Square Loaf 24 oz
  • Safeway Kitchens Bread, Sourdough Sliced Long Loaf 24 oz
  • Safeway Kitchens Hot Dog Buns, Wheat 6/14 oz
  • Safeway Kitchens Bread, Cinnamon Raisin 16 oz
  • Safeway Kitchens Rolls, Brown & Serve Sourdough 8/13 oz
  • Safeway Kitchens Bread, Sandwich White 24 oz
  • Safeway Kitchens Bread, Sandwich Wheat 24 oz
  • Safeway Kitchens Hamburger Buns, Egg 8/12 oz
  • Safeway Kitchens Hot Dog Buns, Egg 8/12 oz
  • Safeway Kitchens English Muffins, Extra Crisp 10/20 oz
  • Safeway Kitchens English Muffins, Cinnamon Raisin 6/12 oz
  • Safeway Kitchens Hamburger Buns,Wheat, Premium 8/21 oz
  • Safeway Kitchens Bread, 100% Whole Wheat, Country 24 oz
  • Safeway Kitchens Bread, 8 Grain 24 oz
  • Safeway Kitchens English Muffins, Sourdough 6/12 oz
  • Safeway Kitchens Bread, Oats & Nuts 24 oz
  • Safeway Kitchens Bagels, Cinnamon Raisin 6/20 oz
  • Safeway Kitchens Bagels, Sliced Plain 6/20 oz
  • Safeway Kitchens Bread, Country Buttermilk 24 oz
  • Safeway Kitchens Bread, 100% Whole Wheat 16 oz
  • Safeway Kitchens Bread, Country Potato 24 oz
  • Safeway Kitchens Bread, Country Buttermilk Wheat 24 oz
  • Safeway Kitchens Bread, Sourdough 24 oz
  • Safeway Kitchens English Muffins, Honey Wheat Berry 6/12 oz
  • Safeway Kitchens Hamburger Buns, Potato 8/15 oz
  • Safeway Kitchens Hot Dog Buns, Potato 8/15 oz
  • Safeway Kitchens Hamburger Buns, Enriched Sesame 8/12 oz
  • Safeway Kitchens Bread, Enriched Split Top White 24 oz
  • Safeway Kitchens Bread, Split Top Wheat 24 oz

To learn more about Safeway and its Private Brands join me as I chair the Private Brand Movement conference in Chicago September 19 – 21 where Alex Petrov, Vice President, Consumer Brands, Safeway will present “Innovation: Translating The Private Label Business Model”

Creating and building proprietary brands that enhance a retailer’s competitive advantage has become an important strategic imperative. In this session hear how to unleash innovation to transform your Private Brand business

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.

Source: Fresh & Easy Buzz

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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is a consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience creating, launching and building billion dollar Private Brands.

4 Comments »

  1. Stella Robertson Dec 25, 2012 at 10:40 am - Reply

    I purchased a box of “2 Pie Crusts” UPC code 21130 11660,
    I noticed that the picture on the box shows a pie with a GRAHAM CRACKER crust.
    The pie looks beautiful, but it seems a poor choice of picture for this product.

  2. Stella Robertson Dec 25, 2012 at 10:42 am - Reply

    Good Morning -

    This morning when I opened the box of “2 Pie Crusts” UPC code 21130 11660,
    I noticed that the picture on the box shows a pie with a GRAHAM CRACKER crust.
    The pie looks beautiful, but it seems a poor choice of picture for this product.

  3. Nancy Garner May 20, 2013 at 11:37 am - Reply

    We visited Manhattan Beach last week and purchased some of the Safeway Kitchen brand frozen collards. Wonderful – better than we can buy in NC. How can we have a supply shipped to us or tell us the brand name in NC since we can’t find Safeway Kitchen products. Thank you

    • Christopher Durham May 20, 2013 at 9:14 pm - Reply

      Nancy this site is not affiliated with a retailer _ I can however tell you that Safeway Kitchens is a brand owned by the retailer Safeway and you would need to contact them

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