Safeway debuts private label seafood


SeafoodSource staff

Published on
March 10, 2009

Safeway on Tuesday introduced a line of nearly 30 seafood products under the waterfront BISTRO™ name.
The Pleasanton, Calif., supermarket company bills its new private-label line as a "convenient, at-home version of a high-quality seafood bistro experience."
"Now more than ever, people are dining at home, so they want to make the best of their 'dining-in' experience with restaurant quality meals," said Matt Miller, Safeway's VP of consumer brands. "Waterfront BISTRO provides customers with countless combinations and possible ways to stretch the household budget and discover the ease of making elegant seafood dishes at home."
The waterfront BISTRO line includes: frozen Alaska cod, halibut and sockeye salmon fillets and steaks; heat-and-serve meals such as Garlic Lemon Pepper Sockeye Salmon Frozen Fillets, Toasted Black Pepper Tilapia Frozen Fillets and Cheddar Crumb Alaska Pollock Frozen Fillets; scallops and raw and cooked shrimp in a variety of counts; and cocktail and tartar sauces.
Safeway's Web site contains more than 650 seafood recipes.
Waterfront BISTRO™ products can be found in the freezers at Safeway, Vons, Pavilions, Tom Thumb, Randalls, Dominick's, Genuardi's, Carrs and Pak 'N Save.
Safeway has added several private-label lines to its stores in recent weeks, including O Organics™, Eating Right™, Primo Taglio™, Signature Café™, Lucerne®, Rancher's Reserve® and Safeway SELECT®.
The United States' third largest food retailer, Safeway operates more than 1,700 stores throughout the western and central United States and western Canada.
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