Albertsons debuts new own brand, Overjoyed
Albertsons is unveiling its newest own brand, Overjoyed, marking the company’s first major private label debut in recent years.
Overjoyed offers shoppers a curated selection of products, including cupcakes, candles and liners; cookies; trail mixes; cheesecakes and sprinkles.
An extension of Overjoyed, Overjoyed Boutique features decorative vases, candles and seasonal gifts. Overjoyed and Overjoyed Boutique are available now in Albertsons’ stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s
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“At Albertsons Cos., we are dedicated to bringing people together around the joys of food, and our newest own brand, Overjoyed, underscores this commitment by helping shoppers celebrate the joys of every day and connect with loved ones,” said Brandon Brown, senior vice president of own brands for Albertsons. "We are constantly evaluating how well we're meeting our customers' needs through our own brands portfolio, and we realized we had an opportunity to create a brand to celebrate life's every day, special moments. With Overjoyed, we look forward to helping our loyal customers create an emotional connection and lasting memories from hosting a hot fudge sundae party to surprising the family with cupcakes for dessert to treating a teacher or neighbor with holiday trail mix ‘just because’.”
Overjoyed products can be found throughout the store in key categories, including bakery and décor, snack mixes, candy, cookies and celebration supplies. Shoppers will be tempted by indulgent treats such as French macarons, s’mores trail mix and chocolate fudge brownie ice cream cake.
For customers looking to create their own desserts, Overjoyed offers whimsical fairytale princesses or dinosaurs and sharks sprinkles, colorful cupcake liners, decadent chocolate chips and marshmallows, to name a few. Overjoyed Boutique features giftable items for any occasion such as scented candles, elegant flower vases and seasonal décor. Additionally, each holiday season, Overjoyed will introduce seasonal items and treats to celebrate such as vampire fang gummies and decorate-your-own graveyard cookie kits for Halloween.
[Read more: Albertsons named Drug Store News Pharmacy Innovator of the Year 2022]
Overjoyed is the latest addition to the company’s Own Brands portfolio, which includes trusted household names such as Signature Select, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront Bistro, Soleil and Value Corner.