Safeway is forging ahead with own label developments despite the uncertainty surrounding its future.

The retailer is bringing out a 70-strong Oriental range that covers ready meals, grocery and deli products from across south east Asia. Recipes include Green Thai Curry, Szechuan Hot & Sour Soup, Singapore Noodles and Kung Po Chicken.

As part of Safeway’s ongoing campaign to be seen as ‘best at fresh’, each dish is said to include a high proportion of fresh, crunchy vegetables.

Product developer Sue Charlesworth said Safeway currently had only a 3% share of the Oriental ready meals market so the new range was “a huge growth opportunity” for the chain.

“With Chinese now in second place to fish and chips in the UK takeaway food league, our aim is to target the ‘takeout occasion’ with something of higher quality and more consistent nutritional standards. The value of the ethnic takeaway sector is growing at over 12% year-on-year.”

Marketing support will include instore advertising, features in the Safeway Magazine and merchandising material.