Albertsons Launches New Private Label
Albertsons is expanding its Own Brand portfolio with the launch of Chef’s Counter, and is teaming with celebrity chef Antonia Lofaso to serve as the new private label’s brand ambassador.
Touted by the Boise, Idaho-based grocer as offering chef-inspired flavors and tastes to shoppers in a convenient, easy, and affordable way, the initial assortment includes a selection of ready-to-cook marinated meats. Products from Chef’s Counter are available at Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s.
“At Albertsons Cos., we are committed to inspiring our customers by delivering innovative products to elevate their culinary experiences,” said Omer Gajial, executive vice president of Merchandising and Chief Digital Officer at Albertsons Cos. “With our new Chef’s Counter brand, we recognized an opportunity to enhance our Own Brands portfolio of marinated offerings and tap into the growing consumer interest in international-inspired foods. Chef’s Counter offers shoppers restaurant-quality recipes, enticing flavors and new mealtime possibilities, all with the convenience, ease and value of cooking at home.”
Lofaso in her role as brand ambassador will be featured in social content that will showcase her passion for flavor, creativity and approachable cooking. Her perspective as a celebrated chef and a working mom embodies the essence of the brand — bringing elevated, yet efficient and affordable, everyday meals to the home, Albertsons officials said.
“I’m delighted to partner with Albertsons Cos. for the launch of Chef’s Counter as their featured chef brand ambassador,” said Lofaso. “Growing up in a family rich with diverse culinary flavors and traditions, my love for cooking was deeply rooted from an early age. I am excited to see a national grocer making it easier and more accessible for everyone to explore new, adventurous flavors and recipes, celebrating the joy of culinary exploration and fine eating.”
Chef’s Counter features pre-seasoned and marinated meats that can be prepared in about 20 minutes. Highlights of the new assortment include lemon peppercorn, zesty Italian-style and smoky BBQ chicken breasts, along with chicken thighs in teriyaki-style or cilantro lime flavors. For beef lovers, selections include chimichurri and smoky buttery garlic beef sirloin steaks as well as carne asada beef flap steak.
Additionally, Chef’s Counter is introducing a collection of shoppable recipes to help simplify meal planning for customers. Shoppers can access these recipes by scanning the QR code on the product packages or by visiting the Albertsons Cos. store websites or apps.
Chef’s Counter products will be merchandised in the self-service meat section and range in price from $4.99 for boneless pork loin chops in mesquite or garlic herb flavors to $12.69 for carne asada.
Chef’s Counter is the latest addition to the company’s Own Brands portfolio, which includes trusted household names such as Signature SELECT, O Organics, Overjoyed, Overjoyed Boutique, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.
