CHICAGO — Safeway is adhering to a new private-brand innovation model that borrows from national-brand marketers while leveraging assets unique to retailers. “What we're trying to do is build bigger and better brands faster, and serve our consumers better,” Alex Petrov, Safeway's vice president of consumer brands, told attendees at last week's Private Brand Movement conference here. In the last 15 months, the Pleasanton, Calif.-based retailer has tested 1,200 products, reformulating or ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.