Store Brands Q&A: Developing Albertsons' New Signature SELECT Mix & Match Line
Consumers have long sought easy, inexpensive solutions to their daily meal-making efforts at home. More recently, supermarkets have expanded their selections of prepared foods in an effort to provide consumers additional choices, and to better compete with quick service restaurants.
Recently, Albertsons brought this effort to its frozen food aisles with the launch of Signature SELECT Mix & Match assortment. Shoppers are able to choose from a selection of frozen entrees, sides and veggies and cook them together in a standard oven at 375 degrees for about 35 minutes. Product pricing ranges from $7.99 (veggies) to $12.99 (entrees).
The new selection is available now at 1,900 Albertsons Cos. stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s.
Recently, Store Brands spoke with Brandon Brown, senior vice president of Own Brands at Albertsons Cos. He offered insight on the development of the new Signature SELECT meal solution.
STORE BRANDS: What were the motivating factors that led to the development of the Mix & Match meal solution?
BRANDON BROWN: The number one motivating factor when developing the Mix & Match meal solution was always the consumer and how we can make dinner time more convenient. With the Signature SELECT Mix & Match line, the entrée, side and veggie all cook together in the same oven at the same temperature, so dinner is ready in just 35 minutes. Now, consumers can serve their families a delicious, high-quality dinner without the time-consuming prep and clean up. Less time shopping for ingredients, less time in the kitchen and less dishes. That’s incredibly convenient. And because everyone has different tastes and dietary preferences, you can customize the meal for what your family would like best. In my house, the southern style BBQ pulled pork, cornbread casserole, and honey glazed carrots have been a family favorite.
STORE BRANDS: How long did it take Albertsons to develop the line?
BROWN: We did not want to rush this new product. We conducted extensive research to understand what consumers wanted in a meal solution so we could create the best tasting, highest quality options for their families. We spent about a year and a half developing the Signature SELECT Mix & Match line, and we’re thrilled for customers to discover it in stores today.
STORE BRANDS: In developing this unique product assortment that offers shoppers many options, what does this say about the trust consumers have in private label items?
BROWN: We have seen a substantial shift in consumers’ perception of private brands over the years. For Albertsons Cos., this is evidenced by the success and growth of our biggest Own Brands – Signature SELECT, O Organics and Lucerne. Consumers not only trust our brands, but they expect on-trend, innovative products that don’t sacrifice taste or quality. And they want it at an affordable price. Albertsons Cos. Own Brands portfolio has really delivered in all of these areas, which is why shoppers continue to reach for our products on store shelves.
STORE BRANDS: How were the products in each sub-category (entree, sides, and vegetables) chosen? Was there any input from shoppers?
BROWN: We put this product line through rigorous consumer testing at multiple stages of development. We consulted consumers about the concept itself, flavors, dishes and even design concepts for the packaging. We also accounted for trends within both the frozen aisle and at restaurants to understand which dishes would resonate best with consumers. We wanted to offer shoppers a mix of familiar favorites (chicken parmesan, Italian meatballs, mac & cheese) with more trendy items (chicken meatloaf with sriracha glaze, sweet corn succotash, mashed cauliflower with chives). I believe we struck a nice balance that will appeal to many of our customers.
STORE BRANDS: Is the new assortment seen by Albertsons as an alternative to prepared meals that have gained in popularity at grocers and other retailers in recent years?
BROWN: The Signature SELECT Mix & Match meal solution is complementary to our Ready Meals in the deli. Our Ready Meals are ideal for the shopper that’s already in store and looking for an instant dinner that night, but they can’t solve for those mid-week meal occasions where a consumer doesn’t have time to run to the store. This is where the Mix & Match line steps in. These frozen meal options are a great alternative to have in the freezer for the nights where you need a quick family dinner without the prep and cleanup or the expensive take-out and delivery prices.
STORE BRANDS: Has Albertsons previously offered a similar product line or is this something very new for the Signature SELECT assortment?
BROWN: This is brand new for Signature SELECT, and we’re excited to introduce it to our customers. Signature SELECT is our flagship brand and has more than 8,000 products across the store including packaged salads, ice cream, frozen pizza, coffee, and fresh meat and produce to create the perfect meal for any occasion. The Mix & Match line of frozen entrees, sides and veggies is a completely new platform and saves customers time both in the store and in the kitchen. Best of all, each Mix & Match product prioritizes taste and flavor for a great value.
STORE BRANDS: Based on an initial look at the assortment, the packing looks to be color-coded. How is Albertsons packaging the product to allow consumers to easily select entrees, sides and vegetables offered in the assortment?
BROWN: We chose to color code the Mix & Match line of entrees (orange), sides (blue) and veggies (green) so shoppers could easily navigate the variety of meal combinations. We also included a quick guide icon on each package calling out that the products can easily bake all together for about 35 minutes at 375 degrees in the oven.
STORE BRANDS: How is the line being marketed to consumers to highlight the many meal-making options it now offers?
BROWN: We are supporting the Signature SELECT Mix & Match meal solution with a digital media campaign and in-store marketing.
