Albertsons Relaunches Waterfront Bistro With 100% Responsibly Sourced Seafood

Albertsons Companies is diving into National Seafood Month by relaunching their Retail Brand (private brand) Waterfront Bistro and affirming its commitment to providing customers with high-quality, traceable seafood from environmentally and socially responsible sources. Waterfront Bistro, which can be found at Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Tom Thumb and more, features the Responsible Choice logo indicating that 100% of its seafood items meet Albertsons Cos.’ Responsible Seafood Policy. In an effort to continue working towards industry best practices in traceability, Waterfront Bistro seafood is third-party audited to ensure every fish, shrimp or shellfish has been raised or caught in ways that help safeguard future supplies and keep ecosystems thriving.

“We’re excited to reintroduce Waterfront Bistro as an elevated and responsible option for our shoppers,” said Katie Ceclan, VP of Own Brands for Albertsons Cos. “With Waterfront Bistro, we’re making it easier than ever to access affordable, high-quality and responsibly sourced seafood ingredients so our customers can create restaurant-worthy dishes in the comfort of their own kitchens and feel good about the ingredients they’re using.”

To help make mealtimes at home simple and delicious, shoppers can find inspiration and recipe solutions online, as well as in the company’s Meal Plans tool which offers numerous recipe suggestions based on dietary preferences, including pescatarian. Additionally, many Waterfront Bistro items will feature recipe suggestions on the backside of the package. Customers can simply scan the QR code for inspiring meal solutions, from Creamy Shrimp Scampi to Tilapia Milanese, as well as helpful seafood tips, tricks and serving hacks.

As part of the relaunch, the Waterfront Bistro brand will feature a new, modernized logo and updated packaging. In addition, Albertsons Cos. is introducing “Bring the Bistro Home,” an integrated marketing campaign that includes digital, in-store, e-commerce and creative components.

Waterfront Bistro, part of the Albertsons Cos.’ Retail Brand (private brand) portfolio, was created in 2009 as a convenient, at-home version of a high-quality seafood bistro experience. Product options range from frozen fin fish and shrimp to heat-and-serve meals and jarred sauces.

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By Published On: October 3rd, 2022Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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