Safeway promotes wellness brands

PLEASANTON , Calif. Safeway has announced a new program to market its health and wellness brands accross 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 food service channel and international markets.

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