Despite flattening rates of grocery price inflation in recent months, the industry has seen no slowdown in rollouts of private-label products from retailers.
On Wednesday, Boise-based Albertsons debuted Overjoyed, its first major private-label launch in several years. The new line is “designed to celebrate life’s everyday moments,” with an assortment of colorful treats and homegoods including cupcakes, trail mixes, cheesecakes, sprinkles, candles, and cupcake liners.
The retailer’s new Overjoyed Boutique line extension includes vases, candles, and seasonal gifts “to make every day sparkle,” the retailer said.
“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 every day, special moments,” Brandon Brown, Albertsons’ SVP of Own Brands, said in a statement. “With Overjoyed, we look forward to helping our loyal customers create an emotional connection and lasting memories from hosting a hot fudge sundae party to surprising the family with cupcakes for dessert to treating a teacher or neighbor with holiday trail mix ‘just because.’”
Albertsons’ private-label launch came less than a day after fast-growing discounter Grocery Outlet unveiled its new private-label line GO Brands.
The line will feature 100 new SKUs by the end of the year under the SimplyGO and GO Home & Haven platforms, with items in the GO Paw & Pamper line set to debut next year.
In April, supermarket giant Walmart debuted its Bettergoods private-label platform, the retailer’s largest launch of store-brand foods in two decades. Bettergoods includes some 300 items spanning all grocery aisles, with most priced below $5.
Target last month announced that its fall assortment would include more than 150 new store-brand items, ranging from pumpkin doughnut holes to Good & Gather turkey stuffing-flavored potato chips.
Target has found success with its private-label line of DIY seasonal kits, such as gingerbread houses, cookies, and more.
Albertsons, meanwhile, said decorate-your-own graveyard cookie kits and more would be part of its Halloween offerings from Overjoyed.
“For customers looking to create their own desserts, Overjoyed offers whimsical fairytale princesses or dinosaurs and sharks sprinkles, colorful cupcake liners, decadent chocolate chips and marshmallows, to name a few,” the grocer said.
Overjoyed joins Albertsons’ store-brands portfolio, which also includes Signature Select, O Organics, Lucerne, Open Nature, Primo Taglio, and more.
