Safeway is to expand its Eating Right Kids range, a private label line of more than 100 food and drink items targeted at children.

An extension of the retailer’s Eating Right range, the new line will carry images of Looney Tunes characters through a licensing agreement with Warner Bros.

The retailer also announced that sales of its “O” organics line are set to reach US$400m in 2008, up from US$310m last year.