Safeway plans lunchtime rival

Safeway is planning to launch a line of standalone sandwich and “food-on-the-go” outlets selling its new own-label range Eat Street, to compete head on with fast-food sandwich chains such as Pret A Manger.

Eat Street will target the lunchtime and food-on the-go markets, and will be introduced to Safeway stores in July. The range will include sandwiches, wraps, juices, smoothies, salads, cakes, and sushi.

Safeway plans to add hot ready-meals to the range in January next year, to be stored in heated cabinets.

Eat Street follows the launch of Eat Smart – Safeway’s low-calorie own-label brand, comprising 150 products all containing less than three per cent fat. The range was launched in January and supported by a national press campaign.

The two own-label brands form part of a strategy by chief executive Carlos Criado-Perez to maintain shoppers’ interest by overhauling existing fresh-food ranges, such as Italian, and developing new ones, such as a Mediterranean range to launch in June.

Safeway is also introducing a triangular “healthier eating” logo on certain food products in April, which will incorporate a brief description of the health benefits of the specific item, such as low fat levels or high vitamin content.

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