Safeway to Launch 'Eating Right' Product Line

Mar 2, 2007 3:00 AM

NEW YORK -- Safeway plans to introduce a new proprietary brand called Eating Right in the second quarter that could rival the success of the O Organic line it introduced last year, Brian Cornell, executive vice president and chief marketing officer for the Pleasanton, Calif.-based chain, said yesterday in a presentation to the Bear Stearns 13th Annual Retail, Restaurants & Consumer Conference here. According to Cornell, Eating Right will target the needs of consumers driven by health and dietary considerations. "It will be one of the first brands to provide multi-category diet solutions," he explained, "and it fits perfectly with our Ingredients for Life positioning." He said the O Organic line of 150-plus SKUs accounted for $160 million in sales during its first year. Cornell said Safeway plans to launch the first TV advertising for O Organic later this year. -- Elliot Zwiebach