Exact same reaction I had. I thought it was Safeway's house-brand as well. Sadly having a big image of an orange and very clear indication of what type of OJ i

Exact same reaction I had. I thought it was Safeway's house-brand as well. Sadly having a big image of an orange and very clear indication of what type of OJ it is (pulp free, lotsa pulp) are pretty much what I look for. Guess I'm a simpleton when it comes to buying juice. Just read Malcolm Gladwell's Blink and it has an interesting chapter on product packaging and branding. Definitely some cautionary tales in that book wrt to marketing/packaging debacles of this sort...