Boise, Idaho-based Albertsons Companies, Inc. is expanding its Signature Select brand, adding more than 300 new products and updating branding. As part of the initiative, Albertsons said it has redesigned products from its Signature Kitchens, Signature Home, refreshe, and The Snack Artist brands to be streamlined into the Signature Select portfolio.
“Our Signature family of brands aren’t like your parents’ store brands anymore,” said Geoff White, president of Albertsons Companies Own Brands. “We are laser focused on innovation and staying at the forefront of culinary trends. Customers should expect to see trends first at our stores. With the expansion of Signature Select, customers will find even more surprises, from seasonal and holiday items to ethnic and even plant-based offerings.”
The Signature Select portfolio comprises more than 2,400 products. With the updated branding, Albertsons said the overall design will allow for flexibility in the packaging architecture in each category, allowing the products to stand out in the store aisle.
“With a brand that extends across many diverse categories throughout our stores, we needed to create a design system with a recognizable brand presence that also allows for individuality across categories,” said Bill Luna, director of brand design and packaging operations. “The Signature tag provides an iconic and consistent brandmark that sits naturally on distinctive designs and reflects the unique qualities of each product in each category.”
Recent product introductions in the Signature Select line include new flavors (cranberry raspberry, strawberry and black cherry) in its Soleil sparkling water lineup, as well as new premium mixers (Indian tonic water, light Indian tonic water and ginger beer).
Albertsons launched the Signature store brand in 2016. The company said Signature Select is one of its four $1 billion brands. The others are O Organics, Lucerne and Signature Café.