Private label line revamped by Albertsons

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BOISE, Idaho — Albertsons Cos. has launched a major new store brand, Signature, which will be available in all 2,286 stores under all of the company’s 18 banners.

The multicategory brand encompasses more than 4,000 items, ranging from coffee to juice, soup to cereal, fresh produce to fried chicken. The line also includes nonfood home staples such as paper towels.

“Our customers take great pride in selecting foods that put their own signature on meals and create meaningful moments for family and friends, and we have equal pride in putting our name behind the Signature family of brands,” says chief marketing and merchandising officer Shane Sampson. “We’re watching customer buying trends and striving to meet them where we can help most: where their grocery budget meets their desire for fantastic foods and quality household products.”

The Signature brand is grouped across six product segments and includes a wide assortment of pantry staples, fresh produce and ingredients, and prepared food, as well as a wide range of paper goods, laundry products, personal care products and other items. The groupings carry their own sub-brands: Signature Select, Signature Kitchens, Signature Farms, Signature Café, Signature Home and Signature Care.

For the launch, Albertsons is partnering with actress and Cooking Channel host Tiffani Thiessen, who is sharing tips and recipes for Signature meals and moments. Thiessen will lead a number of marketing initiatives supporting the brand.

“Whether I’m developing a new recipe for my cooking show, spending time with my family or having a night in with girlfriends, my life is all about creating special moments and memories,” says Thiessen. “I love sharing a meal with the people I care about, and the value and quality of the products in the new Signature line help me come up with delicious signature dishes — and experiences — that everyone can enjoy.”


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