BOISE, Idaho — Albertsons Companies announced today that it has fully completed its redesign of Open Nature®, the company’s exclusive natural brand for customers pursuing real food and natural products that are free from artificial ingredients.
“We expect Open Nature to be our next billion dollar brand,” said Geoff White, President of Albertsons Companies’ Own Brands. “This new look reflects what customers have always loved about Open Nature – high quality and minimally-processed products that support a clean lifestyle for the whole family. We are thrilled to have the new design fully rolled out across all of our trusted Open Nature products.”
The company relied heavily on its customers and consumer insights during the redesign. Customers participated in an exercise that invited them to build their ideal natural brand, which included the logo and aesthetics of the package design. In total, the Own Brands team listened to thousands of customers over six months. The winning design – ‘Green Farm’ – can now be found on every one of the more than 450 Open Nature products across Albertsons Companies’ 17 store banners.
The announcement comes during the company’s month-long celebration of the Open Nature brand. Throughout July, customers have enjoyed promotions for established and new Open Nature items, all of which are free from 110 ingredients like antibiotics, MSG-type ingredients, nitrates, and preservatives like sulfites and benzoates.
Earlier this year, Albertsons Companies said it would release more than 240 new Open Nature products in 2018. It also expanded Open Nature into non-food categories, including pet, baby, and Safer Choice Certified house cleaning products.
Open Nature is part of Albertsons Companies’ portfolio of exclusive Own Brands, which includes the Signature family of brands, O Organics®, and Lucerne®. Together, Albertsons Companies’ Own Brands products achieved more than $11 billion in sales in fiscal year 2017.
About Albertsons Companies
Albertsons Companies is one of the largest food and drug retailers in the United States, with both a strong local presence and national scale. We operate stores across 35 states and the District of Columbia under 20 well-known banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs, as well as meal kit company Plated based in New York City. Albertsons Companies is committed to helping people across the country live better lives by making a meaningful difference, neighborhood by neighborhood. In 2017 alone, along with the Albertsons Companies Foundation, the company gave nearly $300 million in food and financial support. These efforts helped millions of people in the areas of hunger relief, education, cancer research and treatment, programs for people with disabilities and veterans outreach.
Important Notice Regarding Forward-Looking StatementsThis press release contains certain forward-looking statements. Statements that are not historical facts, including statements about our perspectives and expectations, are forward looking statements. The words “expect,” “believe,” “estimate,” “intend,” “plan” and similar expressions, when related to the company and its subsidiaries, indicate forward-looking statements. These statements reflect the current view of management and are subject to various risks and uncertainties. These statements are based on various assumptions and factors, including general economic, market, industry and operational factors. Any changes to these assumptions or factors may lead to practical results different from current expectations. Excessive reliance should not be placed on those statements. Forward-looking statements relate only to the date they were made, and the company and its subsidiaries undertake no obligation to update forward-looking statements to reflect events or circumstances after the date they were made.
Source: Albertsons Companies
