Albertsons Redesigns Open Nature and Reaffirms ‘Free From’ Promise

Albertsons Companies introduced today the redesign of its Open Nature Retail-own Brand (private brand) as the company strives to become the retailer of choice for health-conscious shoppers seeking a more balanced lifestyle. Open Nature, which is part of Albertsons Cos. Own Brands portfolio, provides shoppers with tasty foods made with thoughtfully chosen ingredients that are free from unnecessary additives. As customers explore easier ways to make balanced food choices, Open Nature offers a range of new products, flavors and categories to choose from at an affordable price.

The Open Nature brand launched in 2011 with more than 100 products and a vision to provide customers with access to natural meats and flavorful food. The first Open Nature items to hit shelves that year included fresh beef and pork, fresh chicken, chicken sausages, bacon and beef hot dogs. Since then, the brand has evolved and has continuously listened to its customers to meet their needs. Today, Open Nature offers more than 500 products across over 100 categories including non-food products such as paper towels made from recycled paper and industrially compostable cutlery.

“Research has shown that more Americans are adopting better-for-you eating patterns as a means for protecting their long-term health and preventing future health conditions. As we continue to innovate and grow our portfolio, we want to ensure that our customers have diverse options, high-quality products and thoughtfully chosen ingredients at accessible prices,” said Brandon Brown, SVP of Own Brands at Albertsons Cos. “The expansion of our Open Nature offerings demonstrates an ongoing commitment to support the health and wellbeing of our neighbors and communities.”

Open Nature has launched 12 new plant-based products within its growing portfolio. The expansion includes dairy-free yogurt alternatives, non-dairy cheese alternatives and non-dairy frozen desserts to support a balanced, plant-forward diet at an accessible price. The new plant-based products complement an existing assortment of Open Nature plant-based products including non-dairy almond milk, buttery spreads and protein powders, giving shoppers a variety of options across every aisle to satisfy their dietary preferences.

The new items available at Albertsons Cos. banner stores, including Safeway, Albertsons, Vons, Jewel-Osco, ACME and Shaw’s, are:

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By Published On: March 16th, 2023Tags:

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.