Safeway Promotes Wellness Brands

Pleasanton, Calif. Safeway announced a new program to market its health and wellness brands across retail channels in the United States. The Better Living Brands Alliance will promote the company's O Organics line and Eating Right line throughout U.S. stores as well the foodservice channel and international markets.

The Alliance includes manufacturing, marketing and distribution companies as brand licensees. Co-pack and distribution partners have also been signed to provide a supply chain network. The Alliance will receive additional support from EMAK Worldwide for consumer communications and Crossmark for communications to retailers.