Safeway Northern California Market introduced Scoot™, the market's lovable new mascot and goodwill ambassador. Fun, furry and always ready to help, Scoot will guide shoppers toward great savings, fresh finds and family-friendly fun at Safeway stores and community events.

PLEASANTON, Calif., Sept. 4, 2026 /PRNewswire-PRWeb/ -- Lovable new mascot will bring fun, fresh ideas and a helping hand to Safeway shoppers, stores and community events

There's a fuzzy new face zipping through Safeway aisles that shoppers will soon be seeing often. Safeway Northern California Market introduced Scoot™, the market's lovable new mascot and goodwill ambassador. Fun, furry and always ready to help, Scoot will guide shoppers toward great savings, fresh finds and family-friendly fun at Safeway stores and community events throughout Northern California, Northern Nevada and Hawaii.

With bright red fur, a leafy green sprout, signature Safeway visor, and red sneakers, Scoot is easy to spot and hard to forget. Scoot loves kids, people and lending a helping hand. Scoot will appear at community events, support hunger-relief initiatives, champion charitable causes and create memorable experiences for children and families. Whether Scoot is pointing shoppers toward a can't-miss deal, sharing a healthy fresh dinner idea, or greeting families at a neighborhood celebration, Scoot's mission is simple: make shopping more helpful, more rewarding and a whole lot more fun.

"Scoot may be new, but what Scoot represents has been a part of Safeway for generations: helping people save money, serving neighborhoods and making quality, fresh food and products easier to find," said Kelly Mullin, Regional President of Marketing and Merchandising for Albertsons Companies California Region. "Scoot brings that spirit to life in a joyful new way. We believe Scoot will quickly become a familiar and beloved friend to children, families and shoppers throughout the communities we serve."

Your Shortcut to Savings & Fresh Finds

Scoot will serve as a friendly guide at Safeway, helping shoppers discover:

• Special savings and featured promotions
• Peak-season produce and fresh food favorites
• Freshest dinner ideas
• New products and unexpected finds
• Opportunities to support local communities and important causes

Shoppers will encounter Scoot in Safeway advertising, on social media, at pop-ins to stores, and at special events. Scoot will help point customers toward featured offers, digital coupons and some of Safeway's biggest deals.

Showing Up for the Community

Like Safeway, Scoot's role will extend well beyond the grocery aisle. In 2025, Safeway in Northern California donated $55 million in food and financial support to charitable organizations serving local communities. From food drives and charitable campaigns, to store celebrations and family events, Scoot will bring energy, smiles and a spirit of service to community appearances that will reinforce Safeway's longstanding commitment to supporting local organizations and helping our neighbors in need. To celebrate Scoot's arrival, Safeway will donate $5,000 to a local nonprofit.

Follow Scoot's Adventures

Follow Scoot on Instagram and TikTok at @safewaysscoot for savings tips, fresh discoveries, community appearances and behind-the-scenes fun.

Media Assets: To learn more about Scoot, for photos or video, or to speak with a Safeway representative, please email public.affairs@safeway.com.

Scoot™ word and design trademarks are owned by subsidiaries of Albertsons Companies, Inc.

About Safeway

Safeway is one of the most well-recognized grocery retail brands with a long-standing reputation for quality and service, proudly serving Northern California since 1926. Today, the company operates over 283 stores across Northern California, Nevada, and Hawaii, under various banners, including Andronico's, Safeway, and Pak N' Save.

Media Contact

kent streeb, Safeway Northern California Market - Pleasanton, CA - RETM, 1 9254673523, kent.streeb@safeway.com, Safeway Northern California Division

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SOURCE Safeway Northern California Market - Pleasanton, CA - RETM