Safeway Inc. - Private Brands

Private Brands

Today, Safeway Select is the company's signature private label that offers an upscale range of products, a sublabel Primo Taglio is used for more upscale deli products and Lucerne remains as the main dairy line. In 2006, Safeway introduced a new line, with organically grown and processed line of products named O Organics. In late 2007, the Safeway Select: Signature line was renamed Signature Cafe.

Some of the brands in use today are:

• Basic Red/Value Red — Mostly paper products, but includes large tubs of ice cream and sandwich breads and buns.
• Bright Green — Environmentally friendly cleaning products
• Butcher's Cut, The — Secondary meat brand used for prepackaged cold cuts and raw meats
• Captains Choice — Seafood brand
• Country Hearth - A Lucerne manufactured line of bread similar to Oroweat
• Conti Gourmet Coffee. A gourmet goffee company, base Coppell, Texas
• Dairy Glen — A second dairy brand, it is also used for the two gallon tubs of ice cream.
• Deli Counter, The — A secondary deli brand used mainly for cold cuts
• Diablo Creek — Wine
• Eating Right — Brand used for healthier eating using labels such as low fat, low sodium, etc.
• Firefly Ridge — Wine
• Gourmet Meat Shoppe — Frozen meat products
• In Kind — Hygiene products, beginning October 2010
• Jerseymaid — A carryover dairy brand from Safeway's acquisition of Vons, still used due to its reputation
• Lucerne — The main dairy brand, used for ice cream, cheese, yogurt, and milk
• Manor House — Another frozen meat line used for turkeys during the holidays
• Mom to Mom — A full line of baby products
• O Organics — Line of organic products
• Open Nature — A line of 100% natural foods, beginning January 2011
• Oven Joy — Bread brand that is neither Safeway, O Organics, Eating Right nor Safeway Select
• Pantry Essentials — Line of affordable food and household items
• Primo Taglio — The upscale deli cold cut brand
• Priority — Pet care brand.
• Produce Stand, The — Prepackaged produce such as baby carrots, salads, and raisins
• Ranchers Reserve — The upscale meat brand.
• Refreshe — Originally reserved for bottled water, now (as of summer 2010) includes all flavors of soda that were previously branded as standalone or "Safeway" products
• Remarkable — Used for the Texas based stores
• Safeway — This includes nonbranded items that have unique names, and are not a whole brand to themselves, also used on items that just have descriptive titles instead of names
• Safeway Select — These are mostly the upscale items.
• Safeway Kitchens
• Signature Cafe — Deli line of soups, side dishes and prepared salads
• waterfront BISTRO — Frozen seafood products

(Refreshe Brand Cola is produced by Cotts Beverages for Safeway Inc.; it is bottled in San Bernardino, CA. Safeway Refreshe brand bottled water is bottled by Advanced H20,LLC in Stockton, CA. Safeway Closed its water bottling plant in downtown L.A. in January 2012.