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 ...

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