SAFEWAY: SAFEWAY SELECT EATING RIGHT CASHEW CHICKEN

SN Editorial Staff

Safeway's Cashew Chicken was part of an extension of the retailer's Eating Right line, which consisted of eight items that launched in October 2003. Safeway added seven new items, primarily Asian-inspired, in January.

The winning product is labeled Safeway Select Gourmet Club, which represents the retailer's ongoing efforts to present a more upscale image to shoppers through store assortments and design.

Chicken Cashew comes two servings to a 20-ounce box that retails at an average price of $4.99. Ingredi-ents include white-meat chicken, cashews, shiitake mushrooms, snow peas, red bell peppers, bamboo shoots and celery served with white rice in sauce.

It's merchandised in the frozen section, both in line and on end-aisle displays during various promotions. Safeway launched the line extension with radio, sampling, circular advertising and couponing.

The packaging positions the product as upscale, convenient and in keeping with a healthy lifestyle. The package front lists the fat (5 grams) and calories (330) per serving. On the back it reads: "Safeway Select Gourmet Club Eating Right makes 'better for you' delicious with an inspired collection of satisfying dishes that sacrifice none of the flavor and eliminate all of the fuss."