Albertsons Companies is expanding its private brand portfolio with a new top shelf culinary presence: Signature Reserve. According to the retailer the brand is designed for life’s special and indulgent moments and offers unparalleled quality and exquisite taste for customers who are obsessed with the exceptional.

“Signature Reserve inspires delicious discovery with extraordinary and expertly sourced flavors and ingredients,” said Geoff White, President of Albertsons Companies Own Brands. “Shoppers are more educated and interested in culinary trends than ever before, and Signature Reserve will surprise and delight them with unique and exciting products that are found only in our stores.”

The initial launch of Signature Reserve is seven decadent flavors of ice cream, all featuring globally-sourced ingredients that are perfect for entertaining or everyday indulgence. Flavors include award-winning Brazilian Guava Cheesecake, Madagascar Vanilla, Colombian Cold Brew Caramel, Bourbon Maple Blondie, Indian Cardamom Pistachio, Caramel Apple Chai, and Belgian Chocolate Almond. These ice creams are available now at Albertsons Companies stores across the country.

The company plans to introduce additional new Signature Reserve products in other categories throughout 2018, including ultra-premium pasta and pasta sauces imported from Italy, single-origin packaged coffees from Sumatra and Nicaragua, and four varieties of hand-picked loose-leaf tea.

“We scour the earth for ingredients and unique flavors that meet the exacting standards of Signature Reserve,” White said. “Products earn the Signature Reserve label only after a rigorous selection process, which includes scrutiny by our culinary professionals and expert merchants for top quality craftsmanship.”

Signature Reserve joins the company’s lineup of iconic Signature brands, which generates nearly $6 billion in sales and across more than 400 categories. Signature brands include Signature Café, Signature Farms, Signature Care, Signature SELECT, and the newly introduced Signature Reserve. The company expects to add more than 600 new Signature products in 2018.


The addition of a unique product ultra-premium tier private label is a great product development story. Unfortunately, Albertsons didn’t develop a unique, memorable BRAND. This begs for a great name, positioning and story that could take the well executed, pretty design to the next level. Signature Reserve is another set of words from the private label name generator.

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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.