Safeway Launches All-Natural PL Brand

SN STAFF

PLEASANTON, Calif. — Safeway here has officially launched Open Nature, a new private label line of 100% natural foods. The first Open Nature products have rolled out in Safeway's meat departments, and include fresh beef, pork, chicken, chicken sausages, bacon and beef hot dogs, all priced between $3.99 and $5.99.

The brand's meat and poultry products are raised on an all-vegetarian diet, without the use of antibiotics or added hormones, and are processed without the use of artificial preservatives. Safeway also ensures that all Open Nature products are made only with ingredients from natural sources.

"Open Nature is a great addition to Safeway's portfolio of health and wellness brands joining O Organics and Eating Right," Joe Ennen, Safeway's senior vice president of consumer brands said in a company announcement. "It's another demonstration of Safeway's commitment to providing our customers the best possible experience when they prepare and eat meals for themselves and their families."