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Albertsons Revamps Private Label Line

Makeover includes new look, more than 300 new products
Albertsons Private Label
Photograph courtesy of Albertsons Cos.

Albertsons is adding more than 300 new products to its Signature Selects private label line and is also updating its branding.

The new branding aims to create a “recognizable brand presence that also allows for individuality across categories,” given the diversity of the lines, said Bill Luna, director of brand design and packaging operations.

The label includes a refreshed Signature Selects trademark tag that “provides an iconic and consistent brand mark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category,” Luna said.

Geoff White, president of Albertsons Cos. Own Brands, said the refresh means “our signature family of brands aren’t like your parents’ store brands anymore.”

White added that the retailer is “laser-focused on innovations and staying at the forefront of culinary trends,” and customers should expect to see trends first at Albertsons stores, citing examples such as seasonal and holiday, ethnic and plant-based offerings

New product highlights include:

  • Signature Reserve: Two new ice cream flavors—fig & honey and Meyer lemon—and espresso capsules that are made with Arabica and Robusta beans and are compatible with Nespresso.

  • Signature Select: A new citrus and herb spatchcock chicken; a Soleil sparkling water lineup with new flavors, including cranberry raspberry, strawberry and black cherry, and kiwi watermelon in a slim can; and premium mixers including Indian Tonic Water, Light Indian Tonic Water and Ginger Beer.

  • Signature Cafe: Snack Boxes featuring an assortment of items such as Genoa salami, provolone cheese, and a peeled and ready-to-eat hard cooked egg with almonds, among other options.

  • Signature Farms: Nourish Bowls meal kits.

  • Signature Care: A lightweight SPF 70 sunscreen stick.

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