Safeway Launches Private Label Seafood Line

Safeway, Inc. yesterday introduced waterfront BISTRO, a line of nearly 30 seafood selections and prepared entrees that make it easy for shoppers to prepare restaurant-quality meals at home.

"Now more than ever, people are dining at home, so they want to make the best of their 'dining in' experience with restaurant-quality meals," said Matt Miller, VP of consumer brands for Safeway. "waterfront BISTRO provides customers with countless combinations and ways to stretch the household budget and discover the ease of making elegant seafood dishes, like Sockeye Salmon marinated with a Garlic Lemon Pepper sauce, at home."

waterfront BISTRO options range from heat-and-serve to simple preparation. Items like waterfront BISTRO Salmon Fillets, Raw Shrimp and Wild Sea Scallops come with recipes for do-it-yourself entrees and appetizers. Pre-made entrees, such as Lemon Dijon Pacific Salmon and Tuscan Roasted Pacific Cod, come marinated and can be prepared in minutes, according to Safeway.

The new private label line is available in all Safeway, Vons, Pavilions, Tom Thumb, Randalls, Dominick's, Genuardi's, Carrs and Pak 'N Save stores, and is the newest addition to Safeway's family of private label brands, which includes O Organics, Eating Right, Primo Taglio, Signature Café, Lucerne, Rancher's Reserve, and Safeway SELECT.

Pleasanton, Calif.-based Safeway operates 1,739 stores in the United States and western Canada, and had annual sales of $44.1 billion in 2008.
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