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Albertsons today debuted a new private label brand, Overjoyed, spanning treats, gifts, and decor.
The new line, which the company noted is its “first major private label debut in recent years,” is sold across Albertsons, Safeway, Vons, Jewel-Osco, ACME, and Shaw’s.
Offerings include sugar cookies, mini palmiers, French macarons, baking chips, snack mixes, and seasonal items like vampire fang gummies. An extension of the brand called Overjoyed Boutique includes vases, candles, and seasonal gifts. Bakery items appear to range from $4.49 to $39.99, per the Safeway website.
“We are constantly evaluating how well we’re meeting our customers’ needs through our Own Brands portfolio, and we realized we had an opportunity to create a brand to celebrate life’s everyday, special moments,” Brandon Brown, SVP of Own Brands for Albertsons Cos, said in a statement.
Overjoyed joins Albertsons’s $16.5 billion private label portfolio, including Signature Select, O Organics, Lucerne, and Open Nature. It’s been revamping this portfolio in recent years, merging its Signature Farms, Signature Care, and Signature Cafe brands under the Signature Select umbrella last year, which it extended with a line of frozen products this year.
Albertsons is the latest retailer to double down on private label this year as retailers work to cater to value-seeking shoppers. Target’s Dealworthy, CVS’s Well Market, Walmart’s Bettergoods, and Gopuff’s Basically Premium are among new owned brands announced this year.
Meanwhile, Kroger and Albertsons are in the middle of a trial in Oregon federal court determining whether the Federal Trade Commission’s bid to block the companies from completing their proposed merger will be granted. The FTC claims the merger could allow Kroger to raise already high food prices. Kroger’s lawyers last week during the hearing said the retailer’s prices are 10%–12% below Albertsons, and the retailer had previously claimed it aims to invest $1 billion to lower Albertsons’s prices.