BOISE, Idaho — Albertsons Cos. has updated the packaging of its O Organics brand, and is celebrating the private label line’s new look with a campaign designating April as Organic Breakfast Month and encouraging customers to share their favorite breakfast routine on social media using #WakeUpOrganic.

Albertsons aims to position O Organics as the go-to brand for Gen Z and young millennials.

“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 at Albertsons Cos. “As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too. We modernized the O Organics design while preserving our bright, multicolored logo and the easily identifiable ‘O.’ O Organics will continue to maintain its fun, yet familiar, aesthetic accentuated by vibrant, clean and modern elements reflecting the fresh, bold impact O Organics has made on the organic industry.”

O Organics was created in 2005 to meet the growing demand for high-quality, great-tasting organic products that consumers could trust. The brand launched with 150 USDA Certified Organic products, spanning bakery, beverages, canned and frozen food, cereal, dairy and snack items. To be labeled USDA Certified Organic, the products must meet strict federal government standards for organic farming, processing and handling.

In 2018, O Organics became a $1 billion brand with over 1,000 products, making the proprietary store label one of the nation’s largest brands of USDA Certified Organic products. Today, O Organics is the leading organic brand sold at Albertsons Cos. banners, boasting more than 1,500 products in its assortment from organic fresh fruits and vegetables to organic dairy and meats, organic cage-free certified eggs, organic snacks, organic baby food and more.

O Organics is committed to delicious, USDA certified, affordably priced organic foods that support well-being for all. All products or ingredients were produced through approved practices that help conserve biodiversity, promote ecological balance and protect natural resources. These standards ensure that at least 95% of the ingredients in all O Organics product are produced without the use of most synthetic pesticides and fertilizers, antibiotics, added growth hormones or GMO’s — providing assurance that customers can trust and feel good about what they’re buying.

“We believe every customer should have access to affordable, organic options that support healthy lifestyles and diverse shopping preferences,” said Jennifer Saenz, EVP and Chief Merchandising Officer at Albertsons Cos. “Over the years, we have made organic foods more accessible by expanding O Organics to every aisle across our stores, making it possible for health and budget-conscious families to incorporate organic food into every meal.”