Albertsons Introduces New Overjoyed Private Brand

Albertsons Companies (which includes supermarket chains Albertsons, Safeway, Vons, Jewel-Osco, Acme, and Shaw's) introduces its newest private brand, Overjoyed. The new brand encompasses a "curated selection of colorful and tasty products" including cupcakes, candles (ed. note: colorful maybe but tasty?), liners, cookies, chocolaty trail mixes, cheesecakes, and sprinkles.

According to Brandon Brown, SVP Own Brands for Albertsons Companies, "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'."

In addition to the regular product line, the Overjoyed brand will add seasonal items and treats for each holiday season, including "vampire fang gummies and decorate-your-own graveyard cookie kits for Halloween."

Other private brands at Albersons Companies various supermarket chains include Signature Select, O Organics, Lucerne, Open Nature, Primo Taglio, Waterfront Bistro, Soleil, and Value Corner.

Photo via Albertsons.