Safeway Introduces Refreshe Ice Water

Safeway refreshe2Pleasanton, California based grocer Safeway has introduced a new line of private brand waters as an extension of its Safeway Refreshe brand. The new “Ice” water is calorie-free, vitamin-enhanced line and is available in four flavors: orange mango, lemonade, pink grapefruit and black raspberry.

The retailer is supporting the introduction with the “Refreshe Ice Giveaway” which gives Facebook fans a coupon for a FREE 17-ounce bottle.

Safeway Refreshe front



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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.