The O Organics brand of Boise, Idaho-based Albertsons is celebrating its growth and evolution with vibrant new packaging designed to stand out.
To kick off this redesign, the private-label brand is designating April as Organic Breakfast Month and encouraging customers to share their favorite breakfast routine on social media using #WakeUpOrganic, according to a news release. The goal is for O Organics to become the go-to brand for Generation 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,” Brandon Brown, Albertsons Cos. senior vice president of Own Brands, said in the release.
The brand has evolved with the changing needs of consumers, so the visual identity should follow, he said.
Related: Albertsons Cos. launches ‘Sincerely’ campaign spotlighting fresh produce, other food
“We modernized the O Organics design while preserving our bright, multicolored logo and the easily identifiable ‘O,’” Brown said in the release. “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.”
As of Dec. 3, the company operated 2,270 retail food and drug stores with 1,720 pharmacies, 402 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The company operates stores across 34 states and Washington, D.C., with 24 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.
O Organics was created in 2005 to meet the growing demand for high-quality, great-tasting organic products that consumers could trust, according to the release. 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 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, according to the release. Today, O Organics is the leading organic brand sold at Albertsons Cos. banners, with more than 1,500 products from organic fresh fruits and vegetables to organic dairy and meats, organic cage-free certified eggs, organic snacks, organic baby food and more.
All products or ingredients were produced through approved practices that help conserve biodiversity, promote ecological balance and protect natural resources, the release said. These standards ensure that at least 95% of the ingredients in O Organics products are produced without the use of most synthetic pesticides and fertilizers, antibiotics, added growth hormones or GMOs.
Related: Albertsons Cos. installs Afresh tech for produce in 2,200-plus stores
“We believe every customer should have access to affordable, organic options that support healthy lifestyles and diverse shopping preferences,” Jennifer Saenz, Albertsons Cos. executive vice president and chief merchandising officer, said in the release. “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.”
O Organics is part of the Own Brands portfolio, which includes names such as Lucerne, Open Nature, Signature Select, Primo Taglio, Debi Lilly Design, Waterfront Bistro, Soleil and Value Corner.
