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Albertsons, Rite Aid hone store brands

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NEW YORK — Albertsons Cos. and Rite Aid Corp. are among mass retailers enhancing their store brand offerings as growth of the brands continues to outpace gains by national brands.

The Private Label Manufacturers Association (PLMA) reported store brand sales increased 11.3% last year as national brand sales increased 6.1%.

In volume terms, store brand sales across all channels set a record in 2022, rising more than 11% to 228.6 billion, according to PLMA. Store brand dollar share came in at 18.9%, up 0.7 points from 2021; unit share was up 0.6 points to 20.5%. PLMA reports that for the five-year period through 2022, annual store brand dollar sales increased nearly 40%.

Albertsons this month announced it is rebranding 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 under way across stores including Albertsons, Safeway, Vons, Jewel-Osco and Shaw’s, and is expected to be complete in early 2024.

“Signature Select is our flagship brand, offering shoppers an incomparable assortment of quality products at an incredible value,” Jennifer Saenz, executive vice president and chief merchandising officer at Albertsons, said in a statement. “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 the largest brand in the company’s Own Brands portfolio, boasting more than 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.

Rite Aid recently announced the launch of RYSHI, an exclusive collection of clean beauty and personal care essentials spanning multiple categories and offering consumers better-for-you ingredients, affordable prices, and the opportunity to conveniently build their beauty tool kits by shopping at their nearest Rite Aid location.

“For years, customers have turned to our Rite Aid brands for trusted, affordable items, and we’re excited to introduce them to RYSHI, a brand that reflects our ongoing commitment to make cleaner ingredients and offerings widely available for everyone,” according to Pamela Kohn, senior vice president and chief merchandising officer at Rite Aid.


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