SHAW'S CO-BRANDING HOUSEHOLD-CLEANER LINE

WILLIAM SMYTH

EAST BRIDGEWATER, Mass. -- Shaw's Supermarkets here and SafeScience Inc., a biotechnology-based developer and marketer of safe products, have agreed to co-brand non-toxic household-cleaning products under Shaw's "Own Label" program.

"Since its introduction in 1990, Shaw's Own Label offerings have provided customers with excellent products at prices significantly lower than those offered by the national brands," said Ross McLaren, president and chief executive officer of Shaw's. "Consistent with that marketing practice, we are delighted to add to our offerings the well-documented, safe and sufficient products developed by our colleagues at SafeScience."

New products in the line include window and glass cleaners, detergents, all-purpose cleaners, shower mists, floor cleaners, dish liquid and kitchen cleaners. The products are non-toxic and all SafeScience products are biodegradable and environmentally responsible, it was noted.

The suggested retail price for seven of the eight items is $2.49 or two for $5. The laundry detergent is $4.99. Front endcaps are set up throughout the chain's stores and a shelving unit holds all the cleaners that bear the Shaw's/SafeScience name. The endcap is a square-shaped, five-shelf unit that stands approximately 10 feet tall, including 3 feet of signage with a blue-colored background that reads, "The Alternative Route." Ceiling danglers, with a blue background and a yellow sign that reads "Chemical Safety Ahead," hang in front of the aisle near the endcap. There is one endcap and dangler per store.

The agreement states that Shaw's will be the exclusive supermarket retailer of SafeScience products in New England, and the Boston-based SafeScience has committed funding for advertising and marketing efforts for the first year. At a recent press conference at Shaw's East Boston store, SafeScience president Bradley Carver spoke of the significance of the co-branding agreement with Shaw's.

"As a co-brand, SafeScience gains instant credibility with Shaw's customers and a clear commitment to consumer safety and the environment on the part of Shaw's management," said Carver.

According to Carver, the cleaners are based on advanced surfactant technologies rather than chemical solvents. A company press release noted that surfactants are molecules that encapsulate dirt, reducing its adherence to surfaces so that it can be removed easily. Bernie Rogan, director of public relations at Shaw's, said he sees this co-branding work for sales. "The Shaw's SafeScience cleaners are outselling the window and glass national brand," said Rogan.

Rogan pointed out that the agreement was reached to better market the products through packaging. "Our practice and policy is to be competitive with packaging so we can compete on the shelves with the national brands," Rogan added. "The money back guarantee that applies to all Shaw's Own Label products also applies to this line. This is the first time we have partnered with a company in that we have shared our name with the manufacturer on the label."