Safeway launches oral care range

Safeway is launching its own sub-brand of oral healthcare products next week under the Oracle Dental Care brand.

The sub-brand consists of 57 different lines, including toothpaste, tooth brushes, mouthwash and dental floss.

It will be supported with national television and press advertising, along with in-store activity, and will feature in the Mail on Sunday’s Taste of Safeway supplement.

The move follows rival Sainsbury’s launch of the TOPS sub-brand oral care range last autumn (MW October 27 1995).

The oral healthcare market is worth about 400m a year and is dominated by Colgate Palmolive and SmithKline Beecham.

Safeway has been particularly active in developing its own-label products, after a review last year concluded that its own-label sub-brands were an area where it could expand.

The chain was perceived by customers as offering too many specialist branded products.

The Oracle sub-brand comes at the same time as the launch of a vegetable and buttermilk spread called Don’t Flutter With Butter, similar to Van den Bergh Foods’ I Can’t Believe It’s Not Butter.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here