Safeway Unveils New Family of Baby Products Developed for Moms by Moms

Fri May 9, 2008 2:19pm EDT

* Reuters is not responsible for the content in this press release.

PLEASANTON, Calif.--(Business Wire)--
Just in time for Mother's Day, Safeway Inc. (NYSE:SWY) announced
today the launch of mom to mom(TM), a new line of baby products
developed with the input and guidance of real moms based on what they
need and want most in products to care for their babies.

   The mom to mom(TM) family of products includes over 80 items,
including diapers, baby wipes, toiletries, lotions and even infant
formula developed from a mother's point of view.

   "The mom to mom(TM) line reflects the truth of the adage "Mother
Knows Best," said James White, Senior Vice President of Consumer
Brands. "On Mother's Day, we are introducing great products that not
only meet the needs of moms and their babies, but exceed them."

   The importance of gentleness and ease-of-use were key take-aways
from the research with mothers. For example, mom to mom(TM) baby wipes
are hypoallergenic and come in a flip-top package with a wide
dispenser, making them easy to access with one hand during diaper
changing or feeding. Toiletry items such as baby wash and baby lotion
are in wide-bottom bottles to avoid tipping and spilling.

   Along with the input that helped develop the line, parenting tips
from experienced moms will be used on store displays and shelf talkers
near the mom to mom(TM) products. Tips include "Read to your little
one every day. It's great bonding time, and it will help prepare her
for school."

   The "due date" for mom to mom(TM) products to be in stores is
Mother's Day, May 11. All products will be sold exclusively at the
Safeway family of stores, including Vons, Pavilions, Dominick's,
Carrs, Randalls, Tom Thumb, Genuardi's and Pak 'N Save.

   Additional information is available at


   Safeway Inc. is a Fortune 100 company and one of the largest food
and drug retailers in North America based on sales. The company
operates 1,740 stores in the United States and Canada. The company's
common stock is traded on the New York Stock Exchange under the symbol

Safeway Inc.
Brian Dowling, 925-467-3787

Copyright Business Wire 2008