Albertsons has launched a new look for packaging for both its O Organics and Open Nature own brands.
“Many of our customers have embraced an organic lifestyle and consider it to be a meaningful part of their personal values,” said Brandon Brown, SVP of own brands, in a statement announcing the packaging. “We modernized the O Organics design while preserving our bright, multicolored logo and the easily identifiable ‘O.’”
With over $1 billion in sales, O Organics is one of the largest organic brands in the country. It was launched in 2005 with 150 USDA Certified Organic products, spanning a wide variety of products from bakery and beverages to frozen foods and snacks. Today, the line includes over 1,500 products including organic fresh fruits and vegetables, organic snacks, organic baby food, and more. This is the 3rd packaging redesign since 2005.
Earlier last month, Albertsons unveiled a new Open Nature packaging and logo design with featured large lowercase letters atop green leaves, replacing the previous oval boundary. Now with 100% domestic-raised, grass-fed Angus beef, Open Nature has one of the largest U.S. private label, domestic grass-fed programs, Albertsons said.
Albertsons is also adding 12 new Open Nature plant-based items include dairy-free coconut yogurts (in vanilla, strawberry, raspberry and mango flavors), nondairy cream cheese (original and chives-and-onion varieties), nondairy shredded mozzarella and cheddar cheese blend, nondairy oat frozen desserts (vanilla bean, peanut butter “chocolaty” chip and “chocolaty” peanut butter pretzel flavors) and nondairy almond frozen desserts (cherry maximum fudge moose tracks and caramel macchiato varieties).
Open Nature brand premiered in 2011 with more than 100 products. Today, it encompasses over 500 products in 100-plus categories, including nonfood items like paper towels made from recycled paper and industrially compostable cutlery.
The Albertsons Own Brands portfolio spans more than 14,000 items and generated sales of over $15.3 billion in fiscal 2021, when 837 new items were added. Some of their brands include Signature Select, Signature Reserve, Signature Farms, Signature Cafe and Signature Care, O Organics, Open Nature, and Lucerne.