Albertsons Announces Bold Evolution of O Organics

Albertsons Companies, Inc. announced the next evolution of its Retail-owned Brand portfolio with the evolution of its iconic brand O Organics. The Retail-owned Brand is celebrating its growth and evolution with vibrant new packaging designed to stand out, taking a fresh and unexpected approach to marketing an organic brand. To kick off this bright and vibrant redesign, the private brand is designating April as Organic Breakfast Month and encouraging customers to share their favorite breakfast routine on social media using #WakeUpOrganic as O Organics aims to become the go-to brand for Gen Z and young millennials.

“Many of our customers have embraced an organic lifestyle and consider it to be a meaningful part of their personal values,” said Brandon Brown, SVP of Own Brands at Albertsons Cos. “As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too. We modernized the O Organics design while preserving our bright, multicolored logo and the easily identifiable ‘O.’ O Organics will continue to maintain its fun, yet familiar, aesthetic accentuated by vibrant, clean, and modern elements reflecting the fresh, bold impact O Organics has made on the organic industry.”

O Organics was created in 2005 to meet the growing demand for high-quality, great-tasting organic products that consumers could trust. The brand launched with 150 USDA Certified Organic products, spanning bakery, beverages, canned and frozen food, cereal, dairy and snack items. To be labeled USDA Certified Organic, the products must meet strict federal government standards for organic farming, processing and handling.

In 2018, O Organics became a $1 billion brand with over 1,000 products, making the proprietary store label one of the nation’s largest brands of USDA Certified Organic products. Today, O Organics is the leading organic brand sold at Albertsons Cos. banners, boasting more than 1,500 products in its assortment from organic fresh fruits and vegetables to organic dairy and meats, organic cage-free certified eggs, organic snacks, organic baby food and more.

O Organics is committed to delicious, USDA certified, affordably priced organic foods that support well-being for all. All products or ingredients were produced through approved practices that help conserve biodiversity, promote ecological balance and protect natural resources. These standards ensure that at least 95% of the ingredients in all O Organics product are produced without the use of most synthetic pesticides and fertilizers, antibiotics, added growth hormones or GMO’s — providing assurance that customers can trust and feel good about what they’re buying.

“We believe every customer should have access to affordable, organic options that support healthy lifestyles and diverse shopping preferences,” said Jennifer Saenz, EVP and Chief Merchandising Officer at Albertsons Cos. “Over the years, we have made organic foods more accessible by expanding O Organics to every aisle across our stores, making it possible for health and budget-conscious families to incorporate organic food into every meal.”

To learn more about all of the exciting evolution of the Albertsons Retail-owned Brand portfolio join us in Charlotte, NC for the Velocity Conference + Expo May 16- 18 where Katie Ceclan, VP Own Brands, Albertsons will present.

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By Published On: March 30th, 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.