Dive Brief:
- Albertsons announced Wednesday the launch of its new private brand, Overjoyed, which focuses on treats, gifts and décor. An extension of the brand, Overjoyed Boutique, features giftable items like decorative vases, candles and seasonal gifts.
- Overjoyed and Overjoyed Boutique are available now at Albertsons’ banners including Albertsons, Safeway, Vons, Jewel-Osco, Acme and Shaw’s.
- Overjoyed marks Albertsons’ first significant private brand launch in recent years.
Dive Insight:
With Overjoyed, Albertsons is looking to help its shoppers “celebrate the joys of every day and connecting with loved ones,” Brandon Brown, senior vice president of own brands for Albertsons, said in the announcement.
“[W]e realized we had an opportunity to create a brand to celebrate life's every day, special moments,” Brown said, noting that the brand aims to foster an emotional connection with people.
With trail mixes, cheesecakes and sprinkles, the Overjoyed brand spans several grocery categories including bakery and décor, snack mixes, candy, cookies and celebration supplies.
Building off of at-home cooking trends, the new store brand has supplies for people making their own desserts, including colorful cupcake liners and rainbow confetti sprinkles.
Overjoyed will feature seasonal items for each holiday season, Albertsons said, noting that Halloween items include vampire fang gummies and limited edition decorate-your-own cookie kits.
Overjoyed Boutique has giftable items like a grapefruit and ginger scented candle, flower vases and seasonal décor.
Albertsons said it plans to promote the new brand with marketing that features “a lively color palette, captivating details, sparkles and a consistent teal logo.”
Overjoyed joins Albertsons’ private label portfolio, which includes Signature Select, O Organics, Lucerne, Open Nature, Primo Taglio, Waterfront Bistro, Soleil and Value Corner.
While Overjoyed marks the latest private brand addition for the grocer, Albertsons has undergone extensive work recently to revamp its store brands. In 2023, the grocer expanded its Open Nature brand with more plant-based items; merged its Signature Farms, Signature Care and Signature Cafe private label products under its flagship Signature Select house brand; and expanded the Signature Reserve brand with a line of premium wood-fired, Neapolitan-style pizzas for Albertsons and Safeway customers.
At the start of this year, Albertsons launched a series of frozen entrees, sides and vegetables for a Mix + Match line under the Signature Select brand, Food Business News reported.
Albertsons runs more than 2,200 retail food and drug stores across 34 states and Washington, D.C.
