Albertsons Rebrands 'Signature' Private Label Assortment

Albertsons is consolidating three of its Signature private brands under a single master brand, Signature SELECT, which will feature a new logo and packaging design.

The transition from Signature Farms, Signature Care and Signature Cafe is currently underway at Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and more, and is expected to be complete in early 2024, company officials said.

“Signature SELECT is our flagship brand offering shoppers an incomparable assortment of quality products at an incredible value,” said Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons Cos. “We are incredibly proud of our Signature family of brands and by bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty and creating customers for life.”

Signature SELECT is one of the largest brands in the company’s Own Brands portfolio featuring more than 8,000 products that includes packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit as well as ground beef, pork and chicken.

Following the consolidation of Signature Farms’ fresh poultry and produce, Signature Cafe’s deli items and Signature Care’s line of personal and baby products, the master brand will feature the modern Signature SELECT logo with a unified package design across its assortment of product categories so shoppers can easily identify the brand throughout the store. 

The Signature family of brands was introduced to the Albertsons portfolio of stores in 2016 following the merger of Albertsons and Safeway. However, the ‘S’ branding dates back as far as the 1960s when Safeway sold products under the ‘S’ brand including milk, bread, ice cream, coffee, jellies, soft drinks, lunch meat, canned fruits and vegetables, frozen foods and paper products. 

The ‘S’ brand remained a key private label for Safeway until 2012 when the company retired its namesake brand and merged its products under the Safeway Kitchens, Safeway Farms, Safeway Home and Safeway Care brands, which ultimately became the Signature family of brands.

The Signature SELECT consolidation and rebranding follows recent updates to the company’s Own Brands portfolio including the evolution of the O Organics brand and redesign of Open Nature. These brand innovations are supported by a recent survey commissioned by Albertsons Cos. revealing that consumer demand for private labels continues to grow with 93% of Americans embracing and expanding their purchases of store brands. 

Respondents cited price, quality and availability as the main drivers of these purchases with a large number writing that better taste was a factor when choosing a private label brand.