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Safeway to Roll Out Private Labels Nationwide

For those of you who've raved about the Whole Foods private-label 365 brand, I've got good news for you: There are more of these brands coming your way.

Fellow grocery giant Safeway has plans to go national with two of its house brands, O Organics and health-conscious line Eating Right. So far, both lines have limited market, but will expand nationally this Fall. In the wake of the troubled economy, America's grocery giants have reported record sales of their own private-label brands.

The Safeway brands aim to be different from generic store brands. The New York Times explains that O Organics and Eating Right have been marketed entirely differently:

Both were built much more like name brands than like store brands ... Instead of competing simply on price they appeal to consumers who feel they ought to be eating better, but perhaps find the thicket of smaller, virtue-food brands confusing — or simply inaccessible.

I've tried the brands and think they're great — my cutie is a huge fan of the orange juice and the ice cream bars. Still, I won't be letting them pull a price trick on me. What about you — will you give the new brand a try?


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