Albertsons Companies Completes Rollout of Re Designed Open Nature

Albertsons Companies the retailer which owns 20 grocers across the country including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, and Carrs announced this week that it has fully completed its redesign of Open Nature. The private brand is targeted to customers pursuing real food and natural products that are free from artificial ingredients.

“We expect Open Nature to be our next billion-dollar brand,” said Geoff White, President of Albertsons Companies’ Own Brands. “This new look reflects what customers have always loved about Open Nature – high quality and minimally-processed products that support a clean lifestyle for the whole family. We are thrilled to have the new design fully rolled out across all of our trusted Open Nature products.”

The company relied heavily on its customers and consumer insights during the redesign. Customers participated in an exercise that invited them to build their ideal natural brand, which included the logo and aesthetics of the package design. In total, the Albertsons private brand team listened to thousands of customers over six months. The winning design – ‘Green Farm’ – can now be found on every one of the more than 450 Open Nature products.

The announcement comes during the company’s month-long celebration of the Open Nature brand. Throughout July, customers have enjoyed promotions for established and new Open Nature items, all of which are free from 110 ingredients like antibiotics, MSG-type ingredients, nitrates, and preservatives like sulfites and benzoates.

Earlier this year, Albertsons Companies said it would release more than 240 new Open Nature products in 2018. It also expanded Open Nature into non-food categories, including pet, baby, and Safer Choice Certified house cleaning products.

Open Nature is part of Albertsons Companies’ private brand portfolio, which includes the Signature family of brands, O Organics, and Lucerne. Together, Albertsons Companies’ private brand products achieved more than $11 billion in sales in fiscal year 2017.

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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.