You may have spotted a new brand of organic foods at your local supermarket.

Safeway Inc.—whose food chains include Vons, Pavilions, Genuardi’s, Dominick’s, Randalls, Tom Thumb and Carrs supermarkets—has launched O Organics, a line of  approximately 135 grocery products featured alongside commercially popular brands. You’ll find everything from fresh produce, dairy and cereals to snack foods, frozen entrees and pantry staples.

Safeway’s foray into developing a mainstream organic brand reflects industry acknowledgment that consumers are looking for more healthful alternatives. The food giant expects to add more O Organics items throughout the year, with an emphasis on the importance of choice ingredients. Prices are competitive with traditional brands.





Don’t miss the O Organics milk varieties (nonfat, low-fat, whole), eggs, multigrain breads and decadent chocolate-covered ice cream bars.