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Safeway Announces 'SimpleNutrition', an In-Store Shelf Tag System, to Help Shoppers Find The Right Nutrition Choices for Them
Exclusive New Program Offers Nutrition Solutions Making Healthy Living Easier

PLEASANTON, Calif., Feb 16, 2011 (BUSINESS WIRE) -- Safeway Inc. (NYSE:SWY) today announced its new SimpleNutrition program, an in-store shelf tag system that makes it easier for shoppers to find better nutrition choices among foods and beverages most important to them and their families. The SimpleNutrition green shelf tags on qualifying items are located throughout the store next to Safeway's Everyday Low Prices and Club Card specials.

A leader in the retail food industry with health and nutrition offerings, Safeway created SimpleNutrition as a first step in helping its customers modify the selection of products that support a healthier lifestyle. SimpleNutrition makes it easy to find nutritionally better items in store with green shelf tags that highlight up to two of 22 different nutrition and ingredient benefits, such as: Gluten Free, Organic, Sodium Smart, or Made with Whole Grains. Shoppers will see that the tags are simple to read without a complicated numbering system or confusing symbols. The products included in the program meet specific criteria, so shoppers can focus on the nutrition benefits they want or need most in their diet to meet their nutrition goals.

"Consumers are inundated with conflicting nutrition information and are often skeptical of the nutrition claims on packaging," said Safeway's Barbara Walker, group vice president, consumer communications and brand marketing. "SimpleNutrition is an 'at the shelf' program that simplifies and personalizes the grocery shopping experience so that shoppers can feel confident about making more informed food choices. While SimpleNutrition is not a replacement for the nutrition panel found on food and beverage packages, it provides shoppers with a quick snapshot of the nutrition and ingredient benefits that best match their nutritional needs."

According to a recent nationwide survey commissioned by Safeway of more than 1,500 moms, 36 percent said they are cautious about the claims made on packaging. In fact, as many as 41 percent of moms said that not having time to read all nutrition labels in store is a challenge they face when trying to make informed nutrition choices. Like the moms in the survey, all shoppers will appreciate that SimpleNutrition is like having a personal nutrition coach, in that in-store tags help them find choices that are nutritionally right for them, thereby reducing the choices of those that are not.

At home, Safeway shoppers can turn to Safeway.com/SimpleNutrition as a resource for food, nutrition and health information, as well as answers to common nutrition questions, tips for making healthier and affordable food choices and great-tasting recipes.

The SimpleNutrition Solution

The products in the program are nutritionally better and get tagged with a message such as 'Low in Fat' or 'Good Source of Fiber'. Each must provide key beneficial nutrients. Also included are benefit tags for shoppers interested in Gluten Free, Organic, Natural or Calorie Smart choices. The criteria for SimpleNutrition were designed in partnership with registered dietitians and food labeling experts, and are based on health agency guidelines.

Building Blocks for Healthier Eating

Safeway will continue to update the qualifying items based on changes in product nutrition and ingredient information, and new products in the store. The company is also committed to expanding the SimpleNutrition program throughout 2011 by launching a personalized online nutrition tool to help shoppers find healthier alternatives to the foods they currently purchase.

SimpleNutrition exemplifies Safeway's leadership in health and wellness initiatives. It has long been committed to providing health and wellness brands to its customers such as O Organics(TM) and Eating Right(R) and most recently launching Open Nature(TM), a line of 100% natural foods. The company has also removed added trans fats from all private-label products, and guarantees all private label milk to be free of growth hormones.

About Safeway www.Safeway.com

Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,702 stores in the United States and western Canada and had annual sales of $40.8 billion in 2009. The company's common stock is traded on the New York Stock Exchange under the symbol SWY.

SOURCE: Safeway Inc.

For Safeway
Teena Massingill, 925-467-3810
Teena.Massingill@Safeway.com
or
Katie Drain, 415-844-6284
KDrain@AccessPR.Com

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