Open Table: Safeway's Open Nature Brand

CAROL ANGRISANI

PLEASANTON, Calif. — Safeway launched its Open Nature brand early this year with a variety of beef, pork, chicken and other products raised on an all-vegetarian diet, without the use of antibiotics or added hormones, and processed without the use of artificial preservatives.

“Nature has nothing to hide and neither should your food” is the tagline.

The line has since grown to 100 items, including yogurt, ice cream, frozen pizza, salad dressing, peanut butter and fresh bread.

One of the newest items is packaged cookies. Sold in the bakery department, the new chocolate chunk cookies are made without any artificial flavors or preservatives and no high fructose corn syrup.

Safeway says the line caters to consumers looking for food that is both 100% natural, and affordable. For instance, the meat products are priced between $3.99 and $5.99.

The retailer posted a glossary on safeway.com of all the ingredients found in Open Nature products. The glossary describes how the ingredient is used and from what it's derived.

“We're proud of what's in our food, and want you to trust that the food you eat is real,” Safeway states in promotional materials.