Albertsons Companies Redesigns Open Nature Brand, Updates O Organics Packaging

Albertsons Companies has made changes to two of its most prominent private brands.

The grocer updated the logo and brand design for Open Nature, which now features a more minimal design. The new design is the first update since 2015 for the health-focused private label.

To celebrate the redesign, Albertsons Cos. added 12 new plantbased products to the Open Nature collection, including dairy-free yogurt alternatives, non-dairy cheese alternatives and non-dairy frozen desserts. In addition, Open Nature launched 100% domestic raised grass-fed Angus beef, making the brand one of the largest private label domestic grass-fed programs in the country.

Albertsons Cos. also updated the packaging for its O Organics brand, changing the design while preserving its bright, multicolored logo and the easily identifiable ‘O.’ Launched in 2005, O Organics became a $1 billion brand in 2018.

“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 Cos. “As the brand has grown with the ever-evolving needs of our customers, we felt its visual identity should, too.”

The Fresh Market Launches Shoppable Digital Magazine

North Carolina-based retailer The Fresh Market recently launched a new way for shoppers to discover and purchase its private label and prepared food items.

The grocer relaunched its promotional magazine, titled “The Magazine,” as an exclusive, digital-only shoppable publication, allowing customers to find new products, recipes and meal inspiration. Previously available in print, “The Magazine” now features an elevated and fully interactive shoppable experience.

Each page has a “shop now” tab that allows readers to visit The Fresh Market’s online site to purchase items for pickup or delivery. Shoppable videos are also embedded throughout each issue, allowing guests to watch engaging content.

“Our new digital-only shoppable magazine marks our largest and most immersive magazine experience ever, allowing our guests to make both every day and special occasions memorable through a wide variety of recipes, meal solutions, and fresh deals,” said Kevin Miller, chief marketing officer for The Fresh Market. “The magazine will also continue to feature special savings on high quality products at a great value from our vendor partners that our guests love.”