Albertsons Launches Instacart-Powered O Organics Market

Albertsons Cos. has teamed up with Instacart to launch its exclusive O Organics Market, a virtual grocery delivery store touting the retailer’s private brands as well as organic, natural and better-for-you products.

Currently available in San Francisco and Washington, D.C., with plans to launch in additional markets in the future, the service expands Albertsons’ digital footprint as well as access to its natural and organic private label brands, targeting a wider footprint of health-conscious Instacart shoppers.

“With nearly 3,800 items from O Organics, Open Nature and other organic and natural brands, O Organics Market is another important step in our strategy to deliver customers what they want, when they want it,” Shane Sampson, chief marketing and merchandising officer for Boise-based Albertsons, said in a statement.

O Organics Market also features exclusive items such as Open Nature Sockeye Salmon and O Organics Mission Figs, Sampson said, as well as popular products like Dave’s Killer Bread and Annie’s Organic Fruit Snacks.

"We are excited to expand our partnership with Albertsons Cos. by powering the O Organics Market," said Nilam Ganenthiran, Instacart chief business officer. "Their forward-thinking approach to meeting customer demand is exactly where the grocery industry is headed."

Related:Private Brands' Performance Rebounding: Report

Albertsons’ O Organics brand features a wide assortment of USDA-certified organic products, while Open Nature touts a lineup of minimally-processed items with a minimal environmental impact. The brands are available under Albertsons’ banners, including Safeway, Albertsons, Vons, Jewel-Osco, Acme, Shaw’s and United Supermarkets.