Safeway has expanded its international own label repertoire with an updated American range.
Rolling out now across 480 stores and totalling 30 lines, the revamped selection draws on influences from the Wild West, Tex-Mex and the East Coast.
It includes ready meals in American-sized portions, pizzas, platters and combinations, as well as cookies and donuts for snacking and sharing.
Packaging features a red, white and blue stars and stripes design aimed at on-shelf impact.
Product developer Sarah Mackie said American cuisine was vast and comprised dishes of many different origins and cultures. She added that the range included the most popular lines aimed at capturing "the flavours, excitement and fun of eating American".