Safeway rolls out organic supplement line

LOS ANGELES Safeway announced that its O Organics Supplements line is now available in stores and will be rolled out across additional retailers during 2009.

The USDA-certified organic line features 12 popular supplements including Vitamin C, Calcium and St. John’s Wort.

“As one of the retail world’s fastest growing product segments, the organic sector is rapidly outgrowing its niche status and becoming a mainstream staple with strong, across-the-board demand from the many shoppers who are looking for healthier, more environmentally friendly options,” said Sheetal Khanna, director of brand dtrategy for global brands at Lucerne Foods. “We’re continually developing new products to best serve this fast-changing market and the O Organics Supplements line delivers exactly the type of simple, effective and affordable solutions these consumers desire.”