## Albertsons Unifies Signature Product Family Under Single Master Brand Identity

**A Strategic Consolidation to Strengthen Private Label Market Position**

The Albertsons Companies portfolio has undergone a significant transformation, bringing together its Signature Farms, Signature Care, and Signature Cafe sub-brands into one cohesive master brand: Signature SELECT. This strategic move, which marks the culmination of decades of private label evolution, reflects the company's commitment to building stronger brand recognition across its retail network spanning 34 states.

The rebranding initiative features a modernized visual identity and comprehensive packaging redesign rolled out across Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, and additional banners. The full transition is scheduled for completion by early 2024. What sets this consolidation apart is its scope: Signature SELECT now encompasses over 8,000 distinct products, establishing itself as the largest offering within the company's Own Brands collection.

**The Heritage Behind the Rebrand**

Understanding Signature SELECT's significance requires looking back at its lineage. The branding architecture dates to the 1960s when Safeway introduced its iconic 'S' brand, offering staples like milk, bread, ice cream, coffee, and frozen goods. This private label remained foundational to Safeway's retail strategy until 2012, when the company consolidated its private label offerings under regional names including Safeway Kitchens, Safeway Farms, Safeway Home, and Safeway Care.

Following the 2016 merger between Albertsons and Safeway, these regional brands were unified under the Signature family. Now, this next phase represents the completion of a multi-year consolidation effort, bringing all Signature sub-brands under a single banner to maximize consumer recognition and loyalty.

**Product Range and Category Coverage**

Signature SELECT delivers breadth across nearly every grocery category. The brand's portfolio includes fresh produce and poultry previously under Signature Farms, deli and prepared foods from Signature Cafe, personal care and baby products from Signature Care, alongside pantry staples such as coffee, pasta, snacks, canned vegetables and fruits. Frozen items including pizza and ice cream, paper goods, and fresh meats—ground beef, pork, and chicken—round out the comprehensive assortment.

Each product carries a satisfaction guarantee: customers receive a full refund if they're unsatisfied with quality, reinforcing the brand's positioning around trust and value.

**Marketing Strategy and Consumer Connection**

Albertsons has launched a summer-focused creative campaign positioning Signature SELECT as an integral part of everyday moments—from family cookouts to backyard brunches. The campaign spans print, social media, online platforms, and streaming services, emphasizing affordable convenience without quality compromise compared to national brands.

According to Jennifer Saenz, EVP and Chief Merchandising Officer at Albertsons Companies, the consolidation serves a dual purpose: "Building greater brand recognition while driving customer loyalty and lifetime value." The unified visual identity ensures shoppers can easily locate Signature SELECT products across store aisles through consistent packaging and design language.

**Market Dynamics and Consumer Preferences**

This rebranding follows a broader industry trend. A recent consumer survey commissioned by Albertsons revealed that 93 percent of Americans actively embrace store brands, with many expanding their private label purchases. Price, quality, and availability emerged as primary decision factors, though a substantial number of respondents cited improved taste as a differentiator when selecting private label alternatives.

The Signature SELECT consolidation reflects Albertsons' confidence in meeting these consumer expectations. The move aligns with recent enhancements to the broader Own Brands portfolio, including updates to O Organics and Open Nature, demonstrating the company's sustained investment in private label innovation.

**Scale and Operational Impact**

Operating 2,271 retail locations with 1,722 pharmacies across 34 states and Washington D.C., Albertsons manages one of the country's most extensive private label networks. The company operates 24 distinct banners—from Albertsons and Safeway to regional names like Jewel-Osco, Shaw's, and Acme—each now benefiting from the unified Signature SELECT positioning.

The Own Brands portfolio extends beyond Signature SELECT to include established names such as Lucerne, O Organics, Primo Taglio, and debi lilly design, creating a comprehensive ecosystem of private label offerings exclusively available across the Albertsons Companies network.