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Albertsons tweaks and expands lineup of store brands

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Boise-based Albertsons is revamping and expanding its core line of store brand products.

Several of the company’s other brands, like Signature Kitchens, Signature Home, refreshe and The Snack Artist will come under the umbrella Signature Select brand. An updated logo that looks like a shopping tag will be added to each of the products in coming months.

[New Albertsons CEO will move to Boise]

In all, Signature Select will feature more than 2,400 individual products. It is one of four private brands that generate more than $1 billion in sales each year for the company.

Albertsons adopted and expanded Safeway’s private label brand program when it acquired the larger grocer in 2015.

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[2016: Albertsons is becoming more like Safeway, but its good for Boise]

The company is also adding a variety of new products, including a fig & honey ice cream, cranberry raspberry Soleil sparkling water and a new SPF70 sunscreen stick. The company said it added more than 1,100 new individual products in 2018.

Some brands, like the former “Soleil by refreshe” changed to “Soleil Signature Select.”

Each of the store brand products will continue to have a kaleidoscope of different packaging designs, colors and layouts. Each will also now include the Signature Select “tag” graphic.

“The Signature tag provides an iconic and consistent brandmark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category,” Bill Luna, Albertons director of brand design and packaging operations said.

[Albertsons faces three separate actions related to opioids]

In addition to Signature Select, Albertsons also operates O Organics, Open Nature, Lucerne and other product lines.

Don Day
Don is the founder and editor of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow.

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