This is the first post of a three-part weekly series taking a look at the changes in the Private Brand portfolio of Pleasanton, California-based grocer Safeway.
Three years ago, Safeway took on the ambitious task of shifting from one core mainstream brand to a collection of Safeway sub-brands across several thousand SKUs. The strategic shift included an impressive redesign of several brands to join the premium Safeway Select brand in the portfolio:
- Safeway Farms:Fruits and veggies fresh from our farmers to your family.
- Safeway Kitchens:Delicious food for every meal, created by chefs in our Culinary Kitchens.
- Safeway Home:Everyday essentials for your home at a great value.
- Safeway Care:Effective, affordable wellness products that help you live a healthy life.
The final introduction, Safeway Care, is currently rolling out in stores and should be partially completed rolled out by the end of 2014.