Albertsons Companies continues to expand Open Nature

The Albertsons Companies is capitalizing on the scorching free-from trend in private brands by continually adding products to its Open Nature store brand. The Boise, Idaho-based retailer, which operates more than 2,300 stores in 35 states and the District of Columbia under 20 banners, has launched 175 new Open Nature products over the last 52 weeks.

Throughout the month of July, the Albertsons Companies family of stores, which includes Albertsons, Safeway, Vons, Jewel-Osco and others, highlighted Open Nature with expanded promotions and visibility of the brand, which features products that are free from 110 food ingredients.

For instance, Albertsons Companies expanded its Open Nature sun care line and now offers a complete line for the whole family. Sunscreen is available in SPF 30, SPF 50 and SPF 50 for kids.

Last spring, Albertsons Companies launched Open Nature Pure Castile Soap in lavender and peppermint. The retailer touts that the soap is natural, 100% biodegradable and made with natural oils, no harsh detergents or foaming agents, and no animal testing.

The retailer also launched five new styles of wellness teas under Open Nature and expanded its line of Open Nature Scandal-less ice cream include birthday cake ice cream, chocolate caramel ice cream, peanut butter ice cream bar, mint ice cream bar, sea salt ice cream bar and chocolate ice cream bar. All are 100 calories or less per serving (270 calories total in the pints).

Albertsons Companies said it has “lots in the pipeline for the autumn and winter timeframe” for Open Nature, with further inroads into areas the store brand has recently entered: pet food, wellness products for adults and children, and clean hygiene products.

Albertsons Companies offers 12 store brands lines and more than 11,000 private-branded products in over 500 categories.