Safeway to Roll Out House Brands to Grocery Stores Nationwide

Early sales have been exceptionally strong. O Organics rung up an impressive $150 million in first-year receipts in 2005, well past the critical $100 million benchmark for new products. The product line, which consists of about 300 items in more than 30 categories, is expected to surpass $400 million in sales this year at Safeway's 1,700* locations alone. Eating Right products, engineered to provide specific health benefits, such as high fiber content, is expected to bring in about $200 million in Safeway sales this year.

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