Albertsons Expands Open Nature Brand Into Non-Food

As customers continue to pursue real food and natural products that are free from artificial ingredients, Albertsons Companies announced last week that it is expanding its Open Nature private brand into non-food categories and expects to release more than 240 new Open Nature products in 2018.

Albertsons Companies plans to introduce Open Nature home care products this year, which follows the recent releases of Open Nature goods in both the baby and pet food categories. Open Nature’s pet food offers both grain and grain-free options.

“We know that our customers want high-quality, clean, and more natural products at affordable prices,” said Geoff White, President of Own Brands. “Whether it’s for their spouse, child, or pet, we know how important it is to feel good about the food they feed their family and the products that come into their homes. We’re more committed than ever to offering customers that experience, which is why we are excited to introduce a wider variety of Open Nature products and expand the brand’s free-from approach into non-food categories.”

Open Nature launched in 2011 at Safeway, with approximately 100 products and a vision to provide customers with access to simple and flavorful food. Since then, more and more customers across Albertsons Companies’ banners are enjoying Open Nature food products because they are free from 110 ingredients that consumers of natural products want to avoid, such as antibiotics, MSG-type ingredients, nitrates, and preservatives like sulfites and benzoates. Open Nature meats are free from preservatives and added hormones.

In January, the company announced that it would introduce more than 450 new products under its O Organics line in 2018. Together, Open Nature and O Organics comprise $1.4 billion in sales. Open Nature and O Organics products are sold only in Albertsons Companies stores.

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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.