Albertsons will rebrand its Signature Farms, Signature Care and Signature Cafe products under one master brand, Signature Select. The new consolidated brand will have a new logo and packaging, as well as a marketing campaign introducing the changes.
Signature Select has over 8,000 products and is already the largest brand in the company’s own brand portfolio. The line includes products in all categories including packaged salads, ice cream, frozen pizza, coffee, paper goods, snacks, canned vegetables, and fruit.
Following the consolidation of Signature Farms’ fresh poultry and produce, Signature Cafe’s deli items and Signature Care’s line of personal and baby products, the master brand will feature the modern Signature Select logo with a unified package design across its broad assortment of product categories so shoppers can easily identify the brand throughout the store.
The Signature Select consolidation and rebranding follows recent updates to the company’s own brands portfolio. This includes changes to its popular O Organics brand and a redesign of its Open Nature brand. A survey commissioned by Albertsons found demand for private labels continues to grow, with 93% of Americans expanding their purchases.
The transition to consolidation is currently underway across stores including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and more, and is expected to be completed by early 2024.