Safeway takes on Sainsbury's with kids' food

Supermarket group Safeway has launched a 70-strong children's food range to rival Sainsbury's Blue Parrot Cafe offer.

Safeway aims to offer parents nutritionally-balanced foods for their children. The selection spans categories including meat, fruits, desserts and drinks.

A new vitamins and minerals range has also been launched, and Safeway will extend its Eat Smart and Vegetarian ranges.

Morrisons could benefit from Safeway's new product development as the chain edges closer to completion of its planned£3 billion bid.

Last month, Morrisons said that it could learn product development lessons from Safeway in certain areas.