Safeway Offers Shoppers Everything They Need for a Sweeter Holiday

      Safeway Offers Shoppers Everything They Need for a Sweeter Holiday

Consider Safeway your baking headquarters this holiday season. With a huge
assortment of baking items, a new Virtual Cupcake Decorator and unique sugar
and spice pairing recipes, Safeway has it all.

PR Newswire

PLEASANTON, Calif., Dec. 4, 2012

PLEASANTON,Calif., Dec. 4, 2012 /PRNewswire/ --According to a recent Safeway
(NYSE: SWY) survey, 78 percent of shoppers plan to make baking cookies a
family activity during the holiday season, with 82 percent planning to serve
or gift homemade baked goods. Whether baking from scratch or looking for the
perfect ready-to-go dessert to take to a party, Safeway is the destination for
everything shoppers need for baking this holiday season.


"Everything we do at Safeway is driven by meeting our shoppers' needs," said
Mike Minasi, President of Marketing for Safeway. "That's why we are providing
a wider selection and unbeatable deals in every aisle throughout the holiday

With 92 percent of shoppers seeking value on baking items this holiday,
Safeway enables shoppers to save up to 10 - 20 percent more by using Just for
U™, an easy to use mobile and online savings tool offering digital coupons and
personalized offers.

"Baking around the holidays is a time-honored tradition," said Jeff Anderson,
Executive Chef of The Safeway Culinary Kitchens. "To help shoppers get in the
holiday spirit, Safeway has created some amazing recipes and tools that put a
new twist on baking."

Impress Your Guests with Personalized Baking Items

  oWith 50 percent more custom decorating items in the baking aisle at
    Safeway this holiday season, it is now easier than ever to find just the
    right sprinkles, decorations and gels topersonalizepre-made or homemade
    treats. Bakers of all skill levels can now shop for the decoration
    assortment they need to top a decadent dessert or simple sugar cookies –
    and truly wow guests and friends.

Share a Virtual Treat with Family and Friends

  oCreate a virtual treat with the new Virtual Cupcake Decorator, available
    through the Safeway Chef Assistant App. Easy  for all ages, the Virtual
    Cupcake Decorator allows kids and parents to choose an icing, frost a
    cupcake, and select a multitude of toppings through a virtual decorating
    process. Completed virtual cupcakes can be emailed or shared via Facebook
    and Twitter to help spread holiday cheer.

Add Some Sugar and Spice to Your Table

  oDelight family and friends by pairing home baked desserts with holiday
    cocktails. Recipes for delectable combinations of cocktails and desserts,
    including the World's Best Cookie paired with a Sweet Tequila Squeeze or a
    Date Cake paired with a Pomegranate Rickey, can be found on the Safeway
    Holiday Site.

Visit Safeway's Holiday Site or the App Store™ to download the free Safeway
Chef Assistant App with the new Virtual Cupcake Decorator. Follow Safeway on
Twitter and connect with Safeway on Facebook and on Pinterest.

About Safeway
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 1,644 stores
in the United States and western Canada and had annual sales of $43.6 billion
in 2011. The company's common stock is traded on the New York Stock Exchange
under the symbol SWY. For more information, visit

In December 2012, Safeway surveyed 279 Americans age 23-55. Source: Survey

SOURCE Safeway

Contact: Katie Drain, +1-415-844-6284,
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