Albertsons Companies, Inc. is rebranding its Signature Farms, Signature Care, and Signature Cafe products under Signature Select, featuring a new marketing campaign, logo, and updated packaging. The transition is underway across stores including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, and more, and is expected to be complete in early 2024.
Signature Farms had been used with its poultry and produce, Signature Café with deli items, and Signature Care with personal and baby products.
“Signature Select is our flagship brand offering shoppers an incomparable assortment of quality products at an incredible value,” said Jennifer Saenz, EVP and chief merchandising officer at Albertsons Cos, in a statement. “We are incredibly proud of our Signature family of brands and by bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty, and creating customers for life.”
As of today, Signature Select is the largest brand in the company’s Own Brands portfolio, with over 8,000 products including packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit, and ground beef, pork, and chicken.
The Signature family of brands was introduced to the Albertsons portfolio of stores in 2016 following the merger of Albertsons and Safeway. However, the ‘S’ branding dates back as far as the 1960s at Safeway. The ‘S’ brand remained a key private label for the company until 2012 when the company merged its products under the Safeway Kitchens, Safeway Farms, Safeway Home, and Safeway Care brands, which ultimately became the Signature family of brands.
The Signature Select consolidation and rebranding follows other updates to the company’s Own Brands portfolio including the evolution of the O Organics brand and redesign of Open Nature.
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