Safeway expands its healthy food

Two house brands on store shelves

By Culinate staff

July 15, 2008

The New York Times Sunday magazine’s “Consumed” column this past weekend profiled the Safeway grocery-store chain and its efforts to have not just one but two house brands: O Organics and Eating Right. Bye bye, generics; hello, glossy marketing. A Safeway employee described the strategy thus: “Instead of competing simply on price . . . the brands [have] solutions-oriented images, meaning that they appeal to consumers who feel they ought to be eating better, but perhaps find the thicket of smaller, virtue-food brands confusing — or simply inaccessible.”