Albertsons unveils redesigned packaging for O Organics brand
Albertsons is taking the wraps off vibrant new packaging for its O Organics brand as it celebrates the brand's growth and evolution. The new packaging is designed to stand out, taking a fresh and unexpected approach to marketing an organic brand.
The private label brand is designating April as Organic Breakfast Month to kick off its redesign and encourage customers to share their favorite breakfast routine on social media using #WakeUpOrganic. The strategy aligns with O Organics' aim 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. “As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too. We modernized the O Organics design while preserving our bright, multicolored logo and the easily identifiable ‘O.’ O Organics will continue to maintain its fun, yet familiar, aesthetic accentuated by vibrant, clean and modern elements reflecting the fresh, bold impact O Organics has made on the organic industry.”
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O Organics was created in 2005 to meet the growing demand for organic products that consumers could trust. 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 over 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’ 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, the company said.
[Read more: Albertsons unveils redesign of Open Nature brand]
Albertsons said O Organics is committed to delicious, USDA-certified, affordably priced organic foods that support the well-being of all. All products or ingredients 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 GMOs—assuring that customers can trust and feel good about what they’re buying, the company noted.
“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. “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.”