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Albertsons finishes rollout of Open Nature redesign

Albertsons has finished up its redesign of its Open Nature organic brand. The redesign comes as the retailer celebrates the brand throughout July with promotions on the products that are free of 110 ingredients, including antibiotics, nitrates and preservatives.

“We expect Open Nature to be our next billion-dollar brand,” said Geoff White, President of Albertsons’ own brands. “This new look reflects what customers have always loved about Open Nature — high quality and minimally-processed products that support a clean lifestyle for the whole family. We are thrilled to have the new design fully rolled out across all of our trusted Open Nature products.”

Albertsons said that customers had a lot of input when it came to the redesign. The company asked customers to build an ideal natural brand that included a logo and the aesthetics of the packaging. The ‘Green Farm’ design is now rolled out to all the more than 450 Open Nature products in Albertsons’ 17 banners. It also plans to release more than 240 new products under the brand this year.

Albertsons said its private-label brands collectively brought the Boise, Idaho-based retailer more than $11 billion in sales in fiscal year 2017.
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