Eating Right and O Organics brands expanding rapidly

by Eric Schroeder
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PLEASANTON, CALIF. — Lucerne Foods Inc., a subsidiary of Safeway, Inc., not only is bringing its Eating Right and O Organics brands to a broader audience in the United States, it’s expanding the brands globally.

Launched in October 2005 at Safeway stores, the O Organics brand has grown rapidly and now comprises more than 300 products in more than 30 categories. Last week, Boise, Idaho-based Albertsons L.L.C. said it reached agreement with Lucerne to offer the O Organics line in its 240 locations in Arizona, Arkansas, Colorado, Florida, Louisiana, New Mexico and Texas.

The O Organics line includes baby food, dairy, beverages, snacks and full meal options.

"Our shoppers have always relied on us to meet all of their supermarket needs, and with O Organics, we’ve established an extremely broad organic foods selection virtually overnight," said Bob Butler, senior vice-president of marketing and merchandising at Albertsons L.L.C. "The quality, product depth and affordability of O Organics are unmatched. We are confident our consumers will be able to easily incorporate organic components in their everyday grocery shopping."

Another brand taking off for Lucerne is Eating Right. Launched in April 2007 at Safeway stores, Eating Right has become one of the nation’s fastest growing health and wellness brands with more than 225 products in more than 20 categories. The brand features a "Spot Your Needs" system that highlights the key dietary attribute of the product offering such as low fat, high in fiber, omega-3 fortified and made from whole wheat.

Supermarket chains Hy-Vee, Inc., Des Moines, Iowa, and Price Chopper, Schenectady, N.Y., last week became the latest companies to add Eating Right products to their store shelves. In adding the Eating Right brand of products to its 225 retail stores in seven Midwestern states, Hy-Vee said the move fits into its central mission of making consumers’ lives "easier, healthier and happier." For Price Chopper, adding the brand to its 117 stores in six Northeastern states, made sense behind its goal of providing shoppers "a great selection of products designed to help our customers pursue their specific health goals."

In addition to expanding in the United States, Lucerne Foods said it is taking steps to grow the brands internationally. The brands, which already are making headway in Taiwan, Hong Kong, Singapore, Mexico, Chile, the Philippines and Saudia Arabia, will soon begin appearing on store shelves at the ShopRite and Exito supermarket chains in South Africa and Columbia, respectively.

"With global demand for organic and ‘better-for-you’ foods rapidly expanding, we are thrilled at the opportunity to reach consumers on a worldwide scale," said Alex Petrov, president of Lucerne Foods. "Through our easily implementable store-wide solution with expansive product portfolios and ability to meet the order volume of the largest supermarket chains, we can help retailers fulfill this fast-growing demand by delivering the highest quality options to everyone, everywhere."

The O Organics and Eating Right brands are now available in more than 3,000 retail stores.

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