Customers Help Albertsons Redesign Open Nature Brand

New look ‘relied heavily’ on consumer insights, retailer says

SOURCE: Albertsons Companies


By Russell Redman

“This new look reflects what customers have always loved about Open Nature: high quality and minimally processed products that support a clean lifestyle for the whole family,” Geoff White, president of own brands at Albertsons Cos., said in a statement. “We are thrilled to have the new design fully rolled out across all of our trusted Open Nature products.”

Completion of the brand redesign caps off a marketing push for Open Nature in July. During the month, Albertsons ran promotions for established and new Open Nature items, all of which are free from 110 ingredients such as antibiotics, MSG-type ingredients, nitrates, and preservatives like sulfites and benzoates.

Albertsons plans to roll out over 240 new Open Nature products by the end of 2018. With the releases, the company has also expanded the brand into non-food categories, including pet, baby and Safer Choice Certified house cleaning products.

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KEYWORDS: Albertsons Companies, Open Nature, Safer Choice, SWY:SWY

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