Safeway partners for Mexican private label range

Date : 17 September 2013

Safeway has partnered with Marcela Valladolid, a Food Network host and cookbook author, to develop a new exclusive range of products sold under the Marcela Valladolid brand.

Developed to provide an authentic Mexican eating experience

The Marcela Valladolid brand consists of a range of products which have been developed to “make it easy for shoppers to bring home a real taste of Mexico.” Dozens of products will be offered under the brand, including ready-to-cook meats, tortillas and snacks. Valladolid worked closely with the chefs at the Safeway Culinary Kitchens to create this product line. While the range has been developed in part to meet the needs of Hispanic shoppers, it is likely to have appeal across Safeway’s broader shopper base, including those seeking a more authentic Mexican eating experience.

Supporting Safeway’s brand identity

Safeway has a long established reputation for private label innovation, often leveraging its vertical integration capabilities. More recently it has re-launched its standard ranges, with new brands such as Safeway Kitchens and Safeway Farms to highlight these. Its continued investment in this area has enabled it to develop broad ranges which play a key role in strengthening the group's brand identity.

Segmenting ranges to meets needs of shopper groups and missions

Safeway is one of the retailers at the forefront of the industry in leading the evolution of private label brands into retail brands. A number of retailers globally are adding a degree of sophistication to their efforts in this area to further differentiate their offers as they seek to drive stronger shopper loyalty. Range segmentation, as demonstrated by Safeway’s new range, is a key element of this. New ranges developed by other retailers include those focused on sport and wellness, ‘free from’ ranges to developed to meet specific dietary needs and convenience based ranges developed to meet specific shopping missions.

Source: Safeway