Safeway Launches Mexican Private Brand Line

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Safeway Launches Mexican Private Brand Line


Food Network host, top-selling cookbook author and working mom Marcela Valladolid has teamed up with Safeway to create the Marcela Valladolid brand, a new Safeway-exclusive offering that includes a wide assortment of food products developed for authentic Mexican flavor.

"Growing up in Mexico, I know what real Mexican food is — and isn't," said Valladolid. "I'm passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives."

The Marcela Valladolid brand will offer dozens of products across the store, including ready-to-cook meats such as Al Pastor Pork, Ancho Chipotle Chicken and Carne Asada. Additional products range from thin and savory Flour Tortillas and authentic Corn Tortillas to snacks like Chile Lime Flaquitos and Salsa Verde Tortilla Chips. Valladolid has worked closely with the chefs at the Safeway Culinary Kitchens to create this product line.

"Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience," said Joe Ennen, SVP of consumer brands for Safeway. "Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere."

Marcela Valladolid products will be on shelves in over 1,400 Safeway stores nationwide beginning this month.

Pleasanton, Calif.-based Safeway operates 1,415 stores in the United States and 223 stores in western Canada.