Albertsons Revamps O Organics Packaging

The new designs hits stores as the grocer prepares to celebrate Organic Breakfast Month.
Greg Sleter
Associate Publisher/Executive Editor
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Albertsons O Organics
Albertsons' O Organics line features new packaging designs.

Albertsons Companies is highlighting its O Organics proprietary brand by rolling out new packaging and designating April as Organic Breakfast Month.

The grocer is also encouraging its customers to share their favorite breakfast routine on social media using #WakeUpOrganic as O Organics aims to become the go-to brand for Gen Z and young millennials.

“Many of our customers have embraced an organic lifestyle and consider it to be a meaningful part of their personal values,” said Brandon Brown, senior vice president of Own Brands at Albertsons Cos. “As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too.” 

Brown said Albertsons updated the O Organics design while preserving its bright, multicolored logo and the easily identifiable ‘O.’ 

O Organics was created in 2005 to meet the growing demand for high-quality, great-tasting organic products that consumers could trust, company officials said. The brand launched with 150 USDA Certified Organic products, spanning bakery, beverages, canned and frozen food, cereal, dairy and snack items. To be labeled USDA Certified Organic, the products must meet strict federal government standards for organic farming, processing and handling.

In 2018, O Organics became a $1 billion brand with more than 1,000 products, making the proprietary store label one of the nation’s largest brands of USDA Certified Organic products. Today, O Organics is the leading organic brand sold at Albertsons Cos. banners, boasting more than 1,500 products in its assortment from organic fresh fruits and vegetables to organic dairy and meats, organic cage-free certified eggs, organic snacks, organic baby food and more.

All products or ingredients in the O Organics line were produced through approved practices that help conserve biodiversity, promote ecological balance and protect natural resources. These standards ensure that at least 95% of the ingredients in all O Organics products are produced without the use of most synthetic pesticides and fertilizers, antibiotics, added growth hormones or GMO’s – providing assurance that customers can trust and feel good about what they’re buying.

“We believe every customer should have access to affordable, organic options that support healthy lifestyles and diverse shopping preferences,” said Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons Cos. “Over the years, we have made organic foods more accessible by expanding O Organics to every aisle across our stores, making it possible for health and budget-conscious families to incorporate organic food into every meal.”