Albertsons launches ultra-premium private brand

Date : 06 June 2018

Albertsons has launched an ultra-premium private brand, Signature Reserve.

Developed to offer unparalleled quality

Signature Reserve has been developed to offer exceptional quality, using expertly sourced flavors and ingredients. The initial launch of Signature Reserve is for seven flavors of ice cream. These include Brazilian Guava Cheesecake, Madagascar Vanilla, Colombian Cold Brew Caramel, Bourbon Maple Blondie, Indian Cardamom Pistachio, Caramel Apple Chai, and Belgian Chocolate Almond.

Source: Albertsons

Further products to be added in pasta, coffee and tea categories

The retailer plans to introduce additional Signature Reserve products in other categories throughout this year, including ultra-premium pasta and pasta sauces imported from Italy, single-origin packaged coffees from Sumatra and Nicaragua, and four varieties of hand-picked loose-leaf tea.

Four billion-dollar private brands

This new brand complements the retailer’s existing ranges which use the Signature branding. These include Signature Farms in fresh and Signature Select for premium grocery products. The addition of this new brand adds a further tier to the offer, which also includes the Value Corner entry-level range. These are complemented by several other major private brands, including O Organics, Lucerne and Open Nature. This business continues to grow at Albertsons, with sales reaching $11.5bn last year. Four of it brands generate sales in excess $1bn annually.

Trend watch: premiumising private brand

The launch of this ultra-premium range aligns with one of the key trends we identified at the start of the year, premiumising private brand. Retailers are using private brands to appeal to a wide range of life stages and changes in shopper preferences. Ultra-premium ranges lean into shoppers’ needs for experimental flavours and unique experiences. They can also help retailers differentiate themselves and stand out in an increasingly complex and competitive retail market.

Stewart Samuel, Program Director, IGD Canada: based in Canada, Stewart heads up all of IGD's research and coverage on Albertsons. He is also responsible for shaping IGD's research program across North America. Contact Stewart at [email protected] for further insight on the region's markets, channels and retailers. Follow Stewart on Twitter: @Stewart_IGD

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