Albertsons Launches New Signature Brand

signature theissenBoise, Idaho based Albertsons today is celebrating the launch of its new private brand, Signature, the largest private label across all 2,286 of its stores. Signature is a multi-category brand developed to address consumers’ growing appetite for quality private label products from stores they trust.

AlbertsonsSignature_Embedde.ashxThe Signature line includes more than 4,000 items – from coffee to juice, soup to cereal, fresh produce to fried chicken, and delicious prepared foods to paper towels, among other trusted home staples – all with a 100% money back guarantee. The Signature line is exclusive to Albertsons Companies and is carried by all 18 banners. (Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market and Carrs.) The move appropriates the former design language of several brands in the Safeway portfolio and re-positions the Signature name as a NBE traditional private label differentiated only by category while only Signature Select maintains the former Safeway Selects premium quality positioning.

“Our customers take great pride in selecting foods that put their own special signature on meals and create meaningful moments for family and friends, and we have equal pride in putting our name behind the Signature family of brands,” said Shane Sampson, Chief Marketing and Merchandising Officer. “At Albertsons Companies, we won’t put our Signature label on just anything; a product has to meet rigorous quality standards and be an exceptional value to carry the Signature brand. We’re watching customer buying trends and striving to meet them where we can help most: where their grocery budget meets their desire for fantastic foods and quality household products.”

Screen Shot 2016-04-04 at 8.56.16 PMAlbertsons Companies has created quality items for the Signature brand includes six merchandising focused sub labels – Signature SELECT, Signature Kitchens, Signature Farms, Signature Cafe, Signature Home, and Signature Care. The line includes a wide assortment of pantry staples, prepared foods, fresh produce and ingredients that bring delight to any dish, as well as a broad range of paper goods, laundry products, personal care, and other items. Signature is right at home in every home. Most importantly, all Signature products come with a 100% money-back guarantee.

To further celebrate the Signature launch, actress and Cooking Channel host Tiffani Thiessen has teamed up with Albertsons Companies to inspire shoppers with her tips and recipes for Signature meals and moments. Now in the second season of her popular TV show “Dinner at Tiffani’s,” Thiessen will lead a number of marketing efforts supporting the Signature family of brands.

“Whether I’m developing a new recipe for my cooking show, spending time with my family or having a night in with girlfriends, my life is all about creating special moments and memories,” said Thiessen. “I love sharing a meal with the people I care about, and the value and quality of the products in the new Signature line help me come up with delicious signature dishes – and experiences – that everyone can enjoy.”

Thiessen will be sharing her own personal signature moments and dishes on social media, featuring the #MySignatureMoments hashtag. Consumers are invited to join the conversation and can visit the Albertsons Facebook (www.facebook.com/albertsons) and Instagram (www.instagram.com/Albertsons) pages to submit their own Signature stories, photos and videos, as well as draw inspiration from other shoppers’ unique Signature Moments.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.