O Organics Becomes a $1b Brand

Albertsons Companies this week announced that its popular private brand, Organics, has become a $1 billion brand. The grocer has three other billion-dollar brands: Signature SELECT, Signature Café, and Lucerne. The company’s private brand product portfolio includes more than 10,000 skus. In FY2016, Albertsons Companies’ private brands achieved nearly $11 billion in sales. Albertsons Companies private brands are created and tested at the company’s California innovation hub, the Culinary Kitchen and Technical Center.

“Everyone should have the opportunity to go organic – whether you are selectively choosing a few organic products or you have fully embraced eating organics,” said Geoff White, President of Albertsons Companies’ Own Brands. “That’s why we offer such a wide assortment of Organics products, from fresh fruits and vegetables to wholesome dairy and meats, cereals, snacks and more. We are honored that customers love our Organics, and have made it not only the top-selling organic brand in our stores, but also a $1 billion brand.”

Organics are available exclusively at Albertsons Companies stores. The line features more than 1,000 products for customers to choose from, all of which are USDA certified organic and carry the USDA certified organic seal. In the most recent year, Organics added about 200 new products and grew sales more than 15%. In 2018, the company expects to introduce 500 or more new products under the Organics line, from produce, dairy and meats, to deli, snacks and baby items.

“We are passionate about offering great-tasting and high-quality products to the neighborhoods we serve,” White said. “Introducing new and certified organic products for every eating occasion is a great example of how we are constantly delivering and staying ahead of consumer trends.”

The brand which was featured in Christopher Durham’s first book Fifty2: The My Private Brand Project, was launched in 2005 to make organic products available to more people at a great valueAlbertsons Companies manufactures a number of Organics products, including yogurt, salsa, ice cream, milk, pasta sauce and sandwich bread.

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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.