Albertsons redesigns its organics brand amid growing consumer demand for healthy foods

04 Apr 2023 --- Albertsons Companies’ O Organics brand is revamping its packaging design to meet consumer demand as the business grows. The organic brand will continue to maintain its aesthetic accentuated by vibrant, clean and modern elements. 

The private label brand is designating April as “Organic Breakfast Month” and encouraging customers to share their favorite breakfast routine on social media using #WakeUpOrganic as O Organics aims to become the go-to brand for Gen Z and Millennials. 

“Many of our customers have embraced an organic lifestyle and consider it a meaningful part of their personal values,” says 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
O Organics was created in 2005 to meet the growing demand for high-quality, great-tasting 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 US$1 billion brand with over 1,000 products, making the proprietary store label one of the nation’s most prominent brands of USDA-certified organic products. 

O Organics almond milk packaging evolution. Albertsons says O Organics is the leading organic brand sold at Albertsons with 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 and organic baby food.

Affordable and organic 
O Organics is committed to USDA-certified and affordable organic foods supporting well-being. The company asserts that 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 using most synthetic pesticides and fertilizers, antibiotics, added growth hormones or genetically modified organisms.

“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,” she concludes. 

Edited by Natalie Schwertheim