Albertsons Companies Relaunches Waterfront Bistro Brand

The private seafood brand now features new packaging and a new sustainable certification.
Zachary Russell
Associate Editor
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Albertsons Companies Waterfront Bistro

In honor of National Seafood Month, Albertsons Companies is relaunching its Waterfront Bistro private brand and reaffirming its commitment to sustainable seafood.

Found at the retailer’s banner stores, the brand is approved by third-party group Responsible Seafood Policy, meeting the retailer's sustainable seafood policy. Launched in 2009, Waterfront Bistro features frozen fish and shrimp, heat-and-serve meals and jarred sauces.

As part of the relaunch, the Waterfront Bistro brand will feature a new, modernized logo and updated packaging. Albertsons Companies is introducing “Bring the Bistro Home,” a marketing campaign that includes digital, in-store, e-commerce and creative components.

Albertsons Companies Waterfront Bistro

To help simplify cooking, shoppers can find inspiration and recipe solutions online, as well as in the company’s Meal Plans tool which offers numerous recipe suggestions based on dietary preferences, including pescatarian. Many Waterfront Bistro items will feature recipe suggestions on the backside of the package via a QR code.

“We’re excited to reintroduce Waterfront Bistro as an elevated and responsible option for our shoppers,” said Katie Ceclan, VP of own brands for Albertsons Cos. “With Waterfront Bistro, we’re making it easier than ever to access affordable, high-quality and responsibly sourced seafood ingredients so our customers can create restaurant-worthy dishes in the comfort of their own kitchens and feel good about the ingredients they’re using.”

Albertsons Companies operates more than 2,270 retail food and drug stores in 34 states across 24 banners.