Albertsons to Double Private Brand 2018

Albertsons Companies is on pace to introduce nearly 1,400 new private brand products to its 20 well-known banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs in 2018. Thi is a more than two-fold increase over 2017 that further demonstrates the retailer’s confidence in developing exclusive products across all categories.

“We’ve got a lot in the pipeline—and we’re just getting started,” said Geoff White, President of Albertsons Companies Own Brands. “With our team’s unique insights across the industry, we can react faster than ever to changing consumer trends. The result is a rapid expansion of high-quality products in every department that are exclusive to Albertsons Companies. We’ve never been more excited about our ability to meet every shopper’s needs and sprinkle in new and exciting surprises across the store.”

The new product innovation is occurring across the entirety of the company’s popular private brand portfolio, including Signature brands, Lucerne, O Organics, Open Nature, Waterfront Bistro, Value Corner, Primo Taglio, and debi lilly design. Every product sold under one of the retailer’s brands carries a guarantee of quality that shoppers can trust.

The Albertsons private brand team has already released nearly 300 new products in 2018. Popular new items introduced this year include Open Nature Scandal-less ice cream, Open Nature bison top sirloin steak, Open Nature granola bars, O Organics spinach and butter lettuce, O Organics sparkling tea, Signature Select cold brew coffee, and Signature Select sparkling french lemonade.

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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.