Albertsons Cos. is expanding its Open Nature brand into the nonfood realm.
The food and drug retailer plans to roll out more than 240 Open Nature home-care products this year. The new offerings follow the brand’s recent entry into the baby and pet food categories.
Open Nature launched in 2011 with about 100 products and has seen increased distribution across Albertsons Cos. supermarket banners.
The brand’s vision, Albertsons said, is to offer customers “real food” and natural products without artificial ingredients. Open Nature food products are free from 110 ingredients that many consumers want to avoid, including antibiotics, MSG-type ingredients, nitrates, and preservatives like sulfites and benzoates. Open Nature meat has no preservatives and added hormones, and the brand’s pet food comes in grain and grain-free options.
“We know that our customers want high-quality, clean and more natural products at affordable prices. Whether it’s for their spouse, child or pet, we know how important it is to feel good about the food they feed their family and the products that come into their homes,” Geoff White, president of own brands at Albertsons Cos., said in a statement. “We’re more committed than ever to offering customers that experience, which is why we are excited to introduce a wider variety of Open Nature products and expand the brand’s free-from approach into nonfood categories.”
Open Nature and Albertsons Cos.’ O Organics brand generate $1.4 billion in combined sales, the company said. In January, the retailer unveiled plans to launch more than 450 new O Organics products in 2018.
Other labels in Albertsons Cos.’ own-brand lineup, which tallied sales of over $11 billion in fiscal 2017, include Signature Select, Lucerne, Primo Taglio and Value Corner.