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Albertsons Celebrates National Seafood Month With Relaunch


Boise, Idaho-based Albertsons Companies is diving into National Seafood Month with the relaunch of Waterfront Bistro.

Waterfront Bistro, which can be found at Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and Tom Thumb, features the “Responsible Choice” logo indicating that 100 percent of its seafood items meet Albertsons Cos.’ Responsible Seafood Policy. Waterfront Bistro seafood is third-party audited to ensure every fish, shrimp or shellfish has been raised or caught in ways that help safeguard future supplies and keep ecosystems thriving.

“We’re excited to reintroduce Waterfront Bistro as an elevated and responsible option for our shoppers,” said Katie Ceclan, VP of Own Brands for Albertsons Cos. “With Waterfront Bistro, we’re making it easier than ever to access affordable, high-quality and responsibly sourced seafood ingredients so our customers can create restaurant-worthy dishes in the comfort of their own kitchens and feel good about the ingredients they’re using.”

Additionally, many Waterfront Bistro items will feature recipe suggestions on the backside of the package. Customers can scan the QR code for helpful meal solutions, from Creamy Shrimp Scampi to Tilapia Milanese, as well as helpful seafood tips, tricks and serving hacks.

As part of the relaunch, the Waterfront Bistro brand will feature a new modernized logo and updated packaging. In addition, Albertsons Cos. is introducing “Bring the Bistro Home,” an integrated marketing campaign that includes digital, in-store, e-commerce and creative components.

Waterfront Bistro, part of the Albertsons Cos.’ Own Brands portfolio, was created in 2009 as an at-home version of a high-quality seafood bistro experience. Product options range from frozen fin fish and shrimp to heat-and-serve meals and jarred sauces.

To learn more about Waterfront Bistro offerings, click here.

For more meat, seafood and poultry news from The Shelby Report, click here.

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