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Albertsons Updating, Adding To Signature Select Brand Line

Albertsons Signature Select

Albertsons Cos.’ Signature Select brand is ramping up its presence across stores with the addition of more than 300 new products and updated branding in 2019.

The redesigned products are in the Signature Kitchens, Signature Home, refreshe and The Snack Artist brands. Streamlining these products into Signature Select’s portfolio of more than 2,400 products provides greater consistency in every aisle, says Albertsons, which is based in Boise, Idaho, and operates stores across the country under banners including Albertsons, Safeway, Vons, Jewel-Osco, Tom Thumb, Shaw’s, Star Market, Randall’s, Pavilions, United and Haggen.

In addition to Signature Select, shoppers can find the Signature Farms brand in meat and produce; Signature Cafe on prepared meals and sides in the deli; and Signature Care on personal items. “Ultra-premium” items carry the label Signature Reserve.Albertsons Signature Select

“Our Signature family of brands aren’t like your parents’ store brands anymore,” said Geoff White, president of Albertsons Cos. Own Brands. “We are laser-focused on innovation and staying at the forefront of culinary trends. Customers should expect to see trends first at our stores. With the expansion of Signature Select, customers will find even more surprises, from seasonal and holiday items to ethnic and even plant-based offerings.”

The new branding includes a refreshed rendition of Signature Select’s trademark tag.

“With a brand that extends across many diverse categories throughout our stores, we needed to create a design system with a recognizable brand presence that also allows for individuality across categories,” said Bill Luna, director of brand design and packaging operations. “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.”


Constant innovation

Albertsons Cos. Own Brands added 1,100 new SKUs in 2018 alone. Recently, two new ice cream flavors were added to the Signature Reserve line.

In June, stores will begin carrying Signature Reserve espresso capsules that are compatible with the Nespresso Original Line espresso machine. Made with Arabica and Robusta Beans, the capsules are designed to deliver flavor and crema reminiscent of a hand-pulled espresso.

The Signature Select brand includes a new Citrus & Herb Spatchcock Chicken.

The company also bolstered its Soleil sparkling water lineup with new flavors, including Cranberry Raspberry, Strawberry and Black Cherry and Kiwi Watermelon in slim cans. New Signature Select premium mixers include Indian Tonic Water, Light Indian Tonic Water and Ginger Beer.

With Signature Cafe, new snack boxes are coming that are an excellent source of protein, featuring items like genoa salami, provolone cheese and a peeled and ready-to-eat hard-cooked egg with almonds, among other options.

Signature Farms’ new Nourish Bowls are meal kits that can warmed and served in minutes.

In Signature Care, a new lightweight, no-mess, SPF 70 sunscreen stick is being released for summer.

Signature Select is one of Albertsons Cos.’ four $1 billion brands. Its Own Brands portfolio also includes brands like Open Nature, O Organics, Lucerne, Primo Taglio, debi lilly design, Waterfront Bistro and Value Corner.

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Featured Photo Grocer’s Supply Show, July 31- August 1
NRC Center
Houston, Texas
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