Safeway 2011 Annual Report Download - page 13

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In 2011 alone, we created
949 new private-label
products, including Open
Nature items and Safeway
SELECT marinated meats
and frozen appetizers,
among others. Many of
these were developed
in our state-of-the-art
culinary center, Safeway
Culinary Kitchens.
949 We also began rebranding our core brand,
Safeway, repositioning it into four new brands:
s Safeway Farms (produce)
s Safeway Kitchens (baked goods and cereal)
s Safeway Home (paper and cleaning products)
s Safeway Care (health and beauty)
…all with fresh, innovative packaging.
NEW ITEMS
Page 11