O Organics Comes to Albertsons LLC

CAROL ANGRISANI

BOISE, Idaho — The worldwide expansion of O Organics and Eating Right is gaining momentum as Albertsons LLC rolls out more than 100 O Organics products, and retailers in South Africa and Colombia ready to launch both lines.

Baby food, dairy products, beverages, snacks and meal options are among the offerings at 240 Albertsons. The line officially debuted last month with an Earth Day-themed promotion that included in-store demos; in-store media including ceiling danglers, shelf signs and shelf talkers; and radio spots in the Phoenix, Orlando, Dallas and Denver markets.

“We are constantly looking for variety and value across all of our offering, and O Organics makes sense for our customers, with its broad range of certified organic items," Bob Butler, Albertsons senior vice president of marketing and merchandising, told SN.

The rollout involves only Albertsons LLC-operated stores, not Supervalu-owned Albertsons banners.

Lucerne Foods, Pleasanton, Calif., a wholly owned Safeway subsidiary, is heavily marketing O Organics and Eating Right to domestic and international retailers. Both brands got their start as Safeway private labels.

O Organics and Eating Right will make their debut at the ShopRite and Exito supermarket chains in South Africa and Colombia. The brands are sold at retailers in Taiwan, Hong Kong, Singapore, Mexico, Chile, the Philippines and Saudi Arabia.

“With global demand for organic and better-for-you foods rapidly expanding, we are thrilled at the opportunity to reach consumers on a worldwide scale,” Lucerne President Alex Petrov said in a statement.

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