Albertsons Companies Consolidates its Signature Family of Brands Under Signature SELECT

Albertsons Companies, Inc. (NYSE: ACI) announced today that it will rebrand its Signature Farms, Signature Care and Signature Cafe products under one master brand, Signature SELECT, which features a refreshed, modern logo, bold packaging and a new marketing campaign designed to build an emotional connection with customers. The transition to Signature SELECT is currently underway across stores including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s and more, and is expected to be complete in early 2024.

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Signature SELECT is the largest brand in Albertsons Companies’ Own Brands portfolio boasting over 8,000 products including packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit as well as ground beef, pork and chicken. (Photo Courtesy: Albertsons Companies)

“Signature SELECT is our flagship brand offering shoppers an incomparable assortment of quality products at an incredible value,” said Jennifer Saenz, EVP and Chief Merchandising Officer at Albertsons Cos. “We are incredibly proud of our Signature family of brands and by bringing these sub-brands together under one name, we are building greater brand recognition, driving brand loyalty and creating customers for life.”

Signature SELECT is already the largest brand in the company’s Own Brands portfolio boasting over 8,000 products including packaged salads, ice cream, frozen pizza, coffee, paper goods, pasta, snacks, canned vegetables and fruit as well as ground beef, pork and chicken.

Following the consolidation of Signature Farms’ fresh poultry and produce, Signature Cafe’s deli items and Signature Care’s line of personal and baby products, the master brand will feature the modern Signature SELECT logo with a unified package design across its broad assortment of product categories so shoppers can easily identify the brand throughout the store. To reinforce the quality associated with every Own Brand item, Signature SELECT guarantees 100 percent customer satisfaction or they can receive a full refund of the purchase price.

The Signature family of brands was introduced to the Albertsons portfolio of stores in 2016 following the merger of Albertsons and Safeway. However, the ‘S’ branding dates back as far as the 1960s when Safeway sold products under the ‘S’ brand including milk, bread, ice cream, coffee, jellies, soft drinks, lunch meat, canned fruits and vegetables, frozen foods and paper products. The ‘S’ brand remained a key private label for Safeway until 2012 when the company retired its namesake brand and merged its products under the Safeway Kitchens, Safeway Farms, Safeway Home and Safeway Care brands, which ultimately became the Signature family of brands.