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Albertsons_Signature_Select_brand_update_May_2019.png Albertsons

Albertsons ramps up Signature Select

Private brand gets new look and hundreds more products

As part of its private label expansion, Albertsons Cos. has updated branding for its Signature Select line and plans to add more than 300 new products to the label this year.

The Boise, Idaho-based grocer said Wednesday the redesigned items are “longtime favorites” from its Signature Kitchens, Signature Home, refreshe and The Snack Artist brands, which have been incorporated into Signature Select’s roster of more than 2,400 products to provide “greater consistency in every aisle.”

The new branding refreshes the Signature Select’s trademark tag. Albertsons said the design brings more flexibility in the packaging architecture in each category, enabling the products to stand out more on shelves and better compete wherever they’re found across the store.

“With a brand that extends across many diverse categories throughout our stores, we needed to create a design system with a recognizable brand presence that also allows for individuality across categories,” Bill Luna, director of brand design and packaging operations, said in a statement. “The Signature Albertsons_signature_spatchock chickentag provides an iconic and consistent brandmark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category.”

Signature Select is one of several labels in Albertsons Cos.’ Signature family of own brands. Others include Signature Farms for meat and produce, Signature Cafe for prepared meals and sides in the deli department, Signature Care for personal care products and Signature Reserve, an ultra-premium food and beverage brand launched last spring.

“Our Signature family of brands aren’t like your parents’ store brands anymore,” said President of Own Brands Geoff White. “We are laser-focused on innovation and staying at the forefront of culinary trends. Customers should expect to see trends first at our stores. With the expansion of Signature Select, customers will find even more surprises, from seasonal and holiday items to ethnic and even plant-based offerings.”

Due out in stores soon from Signature Select is a new citrus and herb spatchcock chicken that’s butterflied for faster cooking, Albertsons said. Recently introduced Signature Select items include new flavors of Soleil sparkling water (cranberry raspberry, strawberry and black cherry, plus kiwi watermelon in a slim can) and new varieties of premium mixers (Indian tonic water, Light Indian tonic water and ginger beer).

Other upcoming or recent additions to the Signature brand include Signature Reserve fig-and-honey and Meyer lemon ice creams; Nespresso machine-compatible Signature Reserve espresso capsules, due to hit stores in June; Signature Cafe protein snack boxes with such items as genoa salami, provolone cheese, and a peeled hard-cooked egg with almonds; and Signature Farms Nourish Bowls meal kits with fresh veggies, beans and salsa. On the nonfood side is the new Signature Care SPF 70 no-mess sunscreen stick, which is being released just in time for summer.

As of the end of its 2018 fiscal year on Feb. 23, Albertsons fielded more than 11,000 private label products, which totaled sales of over $12.5 billion and had own-brand penetration of 25.1%, up 50 basis points year over year. The company launched 1,100 new private-brand SKUS last year and said it plans to add more than 1,000 during fiscal 2019. 

The O Organics, Signature, Signature Cafe and Lucerne brands each topped $1 billion in sales for fiscal 2018. Albertsons reported that the O Organics and Open Nature brands posted combined sales growth of 13.6% last year and include more than 1,900 SKUs, with about 350 new items slated to roll out in the current fiscal year. Other labels in the company’s own-brand portfolio include Primo Taglio, debi lilly design, waterfront BISTRO and Value Corner.

Overall, Albertsons Cos. operates 2,269 stores in 34 states and the District of Columbia under 20 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Market Street, Pavilions, Star Market, Carrs and Haggen, as well as meal kit company Plated, 1,739 pharmacies, 1,282 in-store branded coffee shops and 397 fuel centers.


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