There's nowt like plain speaking Yorkshire folk...

From the BBC:

The supermarket chain Morrisons is to revive the Safeway name for some of the food it makes for independent retailers...

Announcing the new strategy, which it said would be "capital light", the company said: "The re-introduction of the Safeway brand will enable Morrisons to leverage its sourcing and unique food maker skills to give independent retailers' customers access to great quality products. The UK convenience market is very broad and diverse, with around three-quarters held by independents."