Albertsons completes redesign of Open Nature store brand

Thanks to a little help from its customers, Boise, Idaho-based Albertsons Cos. has completed its redesign of Open Nature, the company’s natural store brand for customers “pursuing real food and natural products that are free from artificial ingredients.”

“We expect Open Nature to be our next billion-dollar brand,” said Geoff White, president of Albertsons’ Own Brands, in a press release. “This new look reflects what customers have always loved about Open Nature: — high quality and minimally processed products that support a clean lifestyle for the whole family.”

Albertsons said it relied heavily on its customers and consumer insights during the redesign. Customers participated in an exercise that invited them to “build their ideal natural brand,” which included the logo and aesthetics of the package design. In total, the Own Brands team listened to thousands of customers over six months.-The winning design — “Green Farm” — can now be found on every one of the more than 450 Open Nature products across Albertsons’ 17 store banners.

The announcement came during the company’s month-long celebration of the Open Nature brand.- Throughout July, customers enjoyed promotions for established and new Open Nature items, all of which are free from 110 ingredients like antibiotics, MSG, nitrates, and preservatives like sulfites and benzoates.

Earlier this year, Albertsons said it would release more than 240 new Open Nature products in 2018. It also expanded Open Nature into non-food categories, including pet, baby and house cleaning products.

Open Nature is part of Albertsons Cos.’ portfolio of exclusive Own Brands, which includes the Signature family of brands, O Organics and Lucerne. Together, Albertsons’ Own Brands products achieved more than $11 billion in sales in fiscal year 2017.

Albertsons operate stores across 35 states and the District of Columbia under 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs.