Safeway Guaranteed Products (c. 1955)

Front

 This needle book advertises Safeway house brand detergents and soaps for laundry and household use.  Beginning in 1955, Safeway began an overhaul of its private label brands and consolidated and streamline its offerings while giving the division manager more control over the products he offered.  Retail private label sales at this time were almost 15 percent of total Safeway sales.

The Safeway "S" appeared on Safeway private label brands as a signal of the product quality.

Back

The Safeway brands advertised on this needlebook (Scamper, Brocade, White Magic, and Su-Perb) were all available in the late 1950s and, with the exception of Scamper, appear to have been available still in 1968.

I date this needlebook to approximately 1955 based on the "Scamper" bottle pictured on the front touting the product as "NEW PINK" Scamper.  An newspaper advertisement from that year touts the benefits of the new, pink, Scamper formula in treating a woman's hands gently.

Inside

The New Way at Safeway. archive.org/stream/TheNewWayAtSafeway1958#page/n0/mode/1up.

Safeway. “Remarkable New Liquid Detergent; It's Pink!; Scamper Saves Your Hands As It Washes Your Dishes!” The Enterprise [Lexington Park MD], 22 Sept. 1955, p. 6. http://stmalib.archivalweb.com/scans/stmalib/ENTERPRISE/1955/1955-09-22_006.pdf

Tkaye. “1968 Safeway Private Labels.” Safeway Store Brands - Groceteria.com, 25 Jan. 2006, www.groceteria.com/board/viewtopic.php?f=2&t=1013.