Legendary grocery chain makes major change to its offerings including a ‘signature guarantee’
ALBERTSONS has made a big change to the way it's presenting its in-house brands to shoppers.
The retailer is consolidating its Signature Farms, Signature Care, and Signature Cafe private label products under a new Signature Select house brand.
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A new unified packaging design has also been created to help shoppers identify the new brand, Albertsons said in a press release on Wednesday.
"We are incredibly proud of our Signature family of brands," said Jessica Saenz, Albertsons' chief merchandising officer.
"By bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty and creating customers for life."
The company has already started the shift and expects the re-branding process to be complete by early 2024.
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The new products will also be available at Albertsons subsidiaries including Safeway, Vons, Jewel-Osco, and Shaw’s.
Albertsons currently sells more than 8,000 different goods under its private brands.
That includes everything from pasta, coffee, and canned vegetables to paper goods, frozen pizzas, and pre-packaged salads.
A signature guarantee ensures that any Signature Select customer not happy with a purchase can get a full refund.
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This branding change came after Albertsons updated the packaging for its O Organics brand earlier this year.
The company said the new direction for its house brands was inspired by a consumer survey.
Albertsons found that 93 percent of Americans plan to increase their store brand purchases.
That came as record-high inflation has left many shoppers facing tighter budgets.
In-house products are often more affordable than name-brand goods.
An ad campaign will debut this summer to introduce consumers to the new Signature Select brand.
“Our Signature creative showcases warm, welcoming scenes that puts the Signature SELECT brand at the center of life’s moments," said Brandon Brown, Albertsons' senior vice president of own brands.
"We’re creating an emotional connection with our customer and showing her how everyday occasions can have their own signature flavor and style."
The branding change comes as Albertsons is working to merge with Kroger.
But the plan has faced opposition and may not come to fruition due to antitrust concerns.
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