Albertsons refreshes O Organics own brand with new look

Supermarket giant aims to make USDA Certified Organic label the “go-to brand” for Gen Z and young Millennial customers.
Part of Albertsons’ billion-dollar own-brands club, O Organics now has a lineup of more than 1,500 products. / Photo courtesy of Albertsons

Albertsons Cos. has unveiled a redesign of its O Organics private brand that includes an updated logo and new-look packaging.

Part of Albertsons’ billion-dollar own-brands club, O Organics now sports a sharper logo with a darker blue “O” atop a like-color “organics” bar that’s set against a more colorful background. Other packaging elements have been similarly updated to coordinate with the new design scheme.

Albertsons said Thursday that O Organics, the leading organic brand sold at its two dozen retail banners, now has an assortment spanning more than 1,500 products, ranging from organic fresh fruit and vegetables to organic dairy and meats, organic cage-free certified eggs, organic snacks and organic baby food, among other offerings.

“Many of our customers have embraced an organic lifestyle and consider it to be a meaningful part of their personal values. As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too,” Brandon Brown, senior vice president of Own Brands at Albertsons, said in a statement. “We modernized the O Organics design while preserving our bright, multi-colored logo and the easily identifiable ‘O.’ O Organics will continue to maintain its fun yet familiar aesthetic accentuated by vibrant, clean and modern elements reflecting the fresh, bold impact O Organics has made on the organic industry.”

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The evolution of the logo for the O Organics brand, which Albertsons is increasingly targeting at Gen Z and young Millennial shoppers. / Image courtesy of Albertsons

In support of the O Organics brand refresh, Albertsons has launched a social media campaign that designates April as “Organic Breakfast Month” and calls on customers to share their favorite breakfast routine using the hashtag #WakeUpOrganic.

Boise, Idaho-based Albertsons noted that it aims to make O Organics—one of the nation’s largest brands of USDA Certified Organic products—the “go-to brand” for Gen Z and young Millennial shoppers. To be labeled USDA Certified Organic, the products must meet strict federal government standards for organic farming, processing and handling. All O Organics products or ingredients were produced through approved practices that help conserve biodiversity, promote ecological balance and protect natural resources, and these standards ensure that at least 95% of the ingredients are made without the use of most synthetic pesticides and fertilizers, antibiotics, added growth hormones or GMOs, the retailer said.

“We believe every customer should have access to affordable, organic options that support healthy lifestyles and diverse shopping preferences,” stated Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons Cos. “Over the years, we have made organic foods more accessible by expanding O Organics to every aisle across our stores, making it possible for health and budget-conscious families to incorporate organic food into every meal.”

O Organics was introduced in 2005 to meet rising demand for high-quality yet affordable organic grocery products. At launch, the brand had 150 products, including bakery, beverages, canned and frozen food, cereal, dairy and snack items. In 2018, O Organics became a $1 billion brand, with over 1,000 products.

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Alberstons described O Organics as one of the nation’s largest brands of USDA Certified Organic products. / Photo courtesy of Albertsons

Besides O Organics, Albertsons’ billion-dollar own brands include Lucerne, Signature Select and Signature Cafe. The grocer’s Open Nature label, which unveiled a brand update earlier this month, was projected to join the billion-dollar club by the end of 2022.

Albertsons’ roster of about a dozen private brands is led by the Signature product family, including the Signature Select, Signature Reserve, Signature Farms, Signature Cafe and Signature Care—as well as O Organics, Open Nature and Lucerne. The portfolio also includes the brands Waterfront Bistro, Primo Taglio, Debi Lilly Design, Value Corner, Soleil and ReadyMeals. The Own Brands portfolio encompasses more than 14,000 items and generated sales of more than $15.3 billion in fiscal 2021, when 837 new items were added.

Up ahead, Albertsons and merger partner The Kroger Co. will have some tough calls to make on the private-label front if their $24.6 billion deal—in which Kroger plans to acquire Albertsons—attains regulatory approval. O Organics, for example, goes head to head with Kroger’s 10-year-old Simple Truth brand, which generates more than $3 billion in annual sales and includes 1,500-plus items. Kroger describes Simple Truth as “America’s No. 1 Organic & Free From Brand,” with over 30 million households—more than half of Kroger customers—shopping the brand each year.



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