US supermarket giant Safeway has announced the formal Bay Area launch of, the company's Internet grocery shopping and home delivery service, to consumers living in the San Francisco and San Jose areas. is operated through GroceryWorks, an Internet-based home shopping service that is 50% owned by Safeway and 35% owned by Tesco plc, the number one food retailer in the UK and operator of, the world's most successful seller of groceries on-line.

Vasant Prabhu, Safeway's EVP, CFO and president of E-commerce businesses, commented: "We are pleased to offer busy Bay Area customers the convenience of ordering groceries on-line for delivery to their doorstep.

"By picking and delivering orders from a local store, we can offer the entire range of products available in our stores at in-store prices, including all Club Card discounts."

Steve Frisby, president of GroceryWorks, added: "With the launch of in San Francisco and San Jose we are looking forward to 'delivering our best' to Bay Area on-line customers.

"We plan to roll out to the rest of the greater Bay Area over the course of the next few weeks. With the busy lifestyles, heavy traffic and long commute times of the Bay Area, we feel this service will be well received here."