Safeway 2011 Annual Report Download - page 12

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CREATIVE IDEAS SPUR INNOVATION AND GROWTH, WHICH ARE ESSENTIAL TO
OUR STRATEGY OF DIFFERENTIATING OURSELVES FROM COMPETITORS.
For years, our Consumer Brands group has provided innovative products and
brands, such as O Organics and Eating Right, building a strong Health & Wellness
portfolio. This year, we expanded Open Nature, our line of 100% natural products,
beyond chicken, beef and sausages, to include bread, Greek yogurt and granola,
among 125 other items. We officially launched Open Nature with an integrated
marketing campaign, which included building the world’s longest picnic table and
winning placement in the Guinness Book of World Records!
In our continuing commitment to innovation and health and wellness, we developed
and rolled out Simple Nutrition, a nutrition tool that helps shoppers make specific
food choices based on certain attributes. Easy-to-read, in-store signage calls out
up to two main attributes such as “gluten-free” or “low sodium” so that consumers
don’t have to scrutinize the ingredients to determine suitability.
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