Some Safeway Select products include Safeway Select roasted tomato salsa and Safeway Select shelled edamame boiled soybeans. Other products are Safeway Select whole green beans and Safeway Select pico de gallo with fresh cilantro.
In addition to Safeway Select, the Safeway brand has several other product lines and labels, such as Safeway Kitchens, Safeway Farms, Safeway Home and Safeway Care. The Safeway name also produces the Lucerne Dairy Farms products, O Organics products and Open Nature options.
The Safeway brand is part of a chain of supermarkets, newly merged in 2015, and it is one of the largest supermarket chains in the continent, with a headquarters in California and numerous stores all over the country. The company underwent a tremendous brand imaging campaign in 2005 to differentiate itself from competitors, resulting in new lifestyle branding products that include a selection of health products and a new general look.
The rebranding campaign was first conceived in 2004, and professionals tracked the appearance of Lifestyle stores all over the region to 2006. These stores resulted in significantly higher weekly sales compared to previous business models and other stores, showing that the rebranding campaign had a positive influence on its overall sales numbers.