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Safeway partners with Marcela Valladolid on authentic Mexican cuisine in appeal to the Hispanic shopper

BY Michael Johnsen

PLEASANTON, Calif. — Food Network host Marcela Valladolid has teamed up with Safeway to create the Marcela Valladolid brand, the grocer announced Monday. The new Safeway-exclusive Marcela Valladolid brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a taste of Mexico.

"Growing up in Mexico, I know what real Mexican food is — and isn’t," said Marcela Valladolid. "I’m passionate about holding on to my heritage and sharing it with family and friends, and cooking is a great way to do this. Now, together with Safeway, I am bringing millions of people my favorite Mexican foods and flavors, rooted in tradition, but made easier for our busy lives."

The Marcela Valladolid brand will offer dozens of products across the store, ranging from ready-to-cook meats and tortillas to snacks. Valladolid has worked closely with the chefs at the Safeway Culinary Kitchens to create this product line.

"Hispanic Shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience," stated Joe Ennen, SVP consumer brands for Safeway. "Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere."

Marcela Valladolid products will be on shelves in more than 1,400 Safeway stores nationwide beginning in September 2013. 


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Walgreens opens first store in the U.S. Virgin Islands

BY Michael Johnsen

DEERFIELD, Ill. — Walgreens on Saturday opened its first drug store on St. Thomas in the U.S. Virgin Islands. U.S.V.I. Gov. John  deJongh helped cut the ribbon and open the doors, the Chicago-based retailer reported.

Located across from the Tutu Park Mall, the 18,000-square-foot store features the company’s new “Well Experience” format, where every aspect of the store focuses on the idea of making people well. At its core is the pharmacy where the pharmacist spends more time out from behind the counter to provide counseling to patients and answer questions.

Store management celebrated opening day by inviting the community to enjoy ice cream tastings, beverages, entertainment and a raffle for a bicycle. Walgreens also presented two $2,500 charitable contributions, one to the local chapter of United Way, and a second to the Caribbean Exploratory Research Center at the University of the Virgin Islands.   

The new store offers express pickup for prescription medications ordered ahead of time, and a 2-lane drive thru pharmacy window. The store also features an enhanced beauty and cosmetics selection including a nail bar with a wide selection of nail polishes and related products.


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Rolaids to once again spell relief for heartburn remedy sets

BY Michael Johnsen

PARIS — Sanofi US and its consumer health business Chattem on Monday unveiled plans to re-introduce the iconic Rolaids heartburn-relief brand to the U.S. market. The brand returns after a three-year hiatus in the marketplace and follows Chattem’s acquisition of Rolaids earlier this year.  

"For the last few years there has been a significant gap in the over-the-counter antacid marketplace here in the U.S.," stated Zan Guerry, CEO Chattem. "Starting today, the millions of people who suffer from frequent heartburn and acid indigestion can once again turn to Rolaids to help relieve their symptoms."

"Incorporating Rolaids into Chattem’s portfolio further strengthens Sanofi’s position as a leader in the U.S. consumer healthcare sector and helps to further diversify our category offerings," added Anne Whitaker, president, North America Pharmaceuticals, Sanofi.  

Chattem will support the re-launch of Rolaids with a fully integrated marketing campaign featuring chef and restaurateur Guy Fieri. The campaign includes national television spots that include Fieri and re-establishes one of the more recognizable advertising taglines — "How Do You Spell Relief? R-O-L-A-I-D-S." 

Chattem completed the acquisition of the worldwide rights to the Rolaids brand from McNeil Consumer Healthcare Division on Jan. 7, 2013.


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