Albertsons Converts Plated to Private Brand

A little more than two years after Albertsons acquired the meal kit subscription service Plated the brand has been converted from standalone business to “comprehensive culinary” private brand.

As a result, Plated’s subscription service will be phased out at the end of November, giving way to a sharper focus on how the brand can help deliver a differentiated in-store experience. The company plans to expand the Plated brand with new product offerings in additional stores in 2020.

Geoff White, EVP & Chief Merchandising Officer

“Our vision for Plated includes an expanded set of products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,” said Geoff White, EVP & Chief Merchandising Officer. “With a broader scope of offerings, we see Plated solving customer demands around convenience, lifestyle, and cooking experience, while adding yet another layer of interest to our in-store journey.”

The marketing and product development team behind the company’s private brands will manage the expansion of Plated into a holistic home meal solution. That same team has grown billion-dollar brands like O Organics, Lucerne, Signature Select, and Signature Café.

Private brand remains an important source of growth and innovation at Albertsons Cos. Private brand penetration grew from 23.0% in FY2017 to 25.3% in Albertsons Cos. most recent reported quarter.

The decision to formally bring Plated into the retailer’s portfolio comes after extensive testing of the meal kits’ in-store performance in its Safeway stores in Northern California. The grocer found that shoppers who purchase Plated products are more likely to have families and have a larger basket than the average shopper.

“Plated’s brand appeals to our most loyal and highest value customers, especially those that skew towards convenient, fresh, and organic products,” White added.

As the Plated product range grows in the store, its products will be available for purchase online through stores’ existing eCommerce platforms, which offer delivery in as little as two hours or pickup through its Drive Up & Go service.

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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.