Safeway 2010 Annual Report Download - page 12

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Staying Attuned to Customer
Needs and Desires
One of our most successful brand revitalizations in 2010 was bringing a
renewed approach to our beverage lines. We extended the refreshe™
brand, previously used only on bottled water, by consolidating 14 different
beverage labels into one. The contemporary vibe with innovative package
design and distinguishing lines like “sipsational” and “quenchtastic” has
contributed to robust sales.
Later in 2010, creative new branding concepts gave rise to The Snack
Artist™—a new line of snacks featuring items such as traditional chips,
cheese curls, cookies and kettle corn. Fun and functional describe the
The Snack Artist™ branding, with flavors such as “Mariácheese” nacho
cheese tortilla chips that are value-priced and sold in resealable bags, a
unique feature in snack packaging.
As grocery shoppers continue to focus on health and wellness, we
maintained our steadfast commitment to promoting options for healthy
living and unveiled two new lines—Open Nature™ natural food products
and InKind™ 90%+ natural personal care products.
Innovative businesses like Blackhawk Network, featuring more than 300
pre-paid gift and payment cards, and Safeway Health, designed to help
companies incentivize their employees to make healthy choices and lower
overall health care costs, continue to grow as well.
™ and © 2011 Apple Inc.
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