Safeway Plans for January Foodflex Launch

JULIE GALLAGHER

PLEASANTON, Calif. — New Year’s resolutions may be more easily kept by Safeway shoppers in 2008, as the retailer zeros in on the January launch of its foodflex Web tool. Accessed at www.safeway.com/foodflex, the interactive tool is designed to present loyalty cardholders with a nutritional snapshot of past purchases, as well as food alternatives that may help them reach their unique nutrition goals. “Foodflex helps them take a look at the foods they bring home for their families and make changes as they are necessary,” Safeway spokeswoman Teena Massingill told SN. “If you’re trying to cut your sodium, for instance, you can learn through foodflex how much sodium what you’re normally eating contains and adjust it by taking the suggestions foodflex offers. No one else is doing anything like this.” Safeway plans to promote the tool with in-store signage, in its print circulars and on www.safeway.com.

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