Albertsons Companies, Inc. has introduced its newest Own Brand, Overjoyed , marking the company’s first major private label debut in recent years. Designed to inspire and elevate every occasion, Overjoyed offers shoppers a curated selection of colorful and tasty products including cupcakes, candles and liners; cookies; chocolatey trail mixes; cheesecakes and sprinkles. An extension of Overjoyed, Overjoyed Boutique features decorative vases, candles and seasonal gifts to make every day sparkle.
Overjoyed and Overjoyed Boutique are available now in Albertsons Cos. stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s.
“At Albertsons Cos., we are dedicated to bringing people together around the joys of food, and our newest Own Brand, Overjoyed, underscores this commitment by helping shoppers celebrate the joys of every day and connect with loved ones,” said Brandon Brown, SVP Own brands for Albertsons Cos. “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.
“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’.”
Overjoyed high-quality products can be found throughout the store in key categories including bakery and décor, snack mixes, candy, cookies and celebration supplies. Shoppers will be tempted by indulgent treats such as French macarons , s’mores trail mix and chocolate fudge brownie ice cream cake . 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.
Overjoyed Boutique features giftable items for any occasion such as a scented candles, elegant flower vases and seasonal décor. Additionally, each holiday season, the line will introduce seasonal items and treats to celebrate such as vampire fang gummies and decorate-your-own graveyard cookie kits for Halloween.
Promoted via the company’s email, social and digital channels, marketing features a lively color palette, captivating details, sparkles and a consistent teal logo, bringing the brand’s optimistic, cheerful and magnetic personality to life.
This is the latest addition to the company’s Own Brands portfolio, which includes trusted household names such as Signature SELECT, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.
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The Kroger Co. and Albertsons Companies Inc. have amended their definitive agreement with C&S Wholesale Grocers, LLC for the sale of assets in connection with their proposed merger previously announced on Oct. 14, 2022. This amended package modifies and builds on the initial divestiture package that was announced on Sept. 8, 2023.
The amended divestiture package responds to concerns raised by federal and state antitrust regulators regarding the original agreement. The enhanced divestiture package includes a modified and expanded store set and additional non-store assets to further enable C&S to operate competitively following the completion of the proposed merger. The companies believe the amended divestiture package will bolster their position in regulatory challenges to the proposed merger, including pending court proceedings.
“We have reached an agreement with C&S for an updated divestiture package that maintains Kroger’s commitments to customers, associates and communities, addresses concerns raised by regulators, and will further ensure that C&S can successfully operate the divested stores as they are operated today,” said Rodney McMullen, Kroger’s chairman and CEO. “Importantly, the updated divestiture plan continues to ensure no stores will close as a result of the merger and that all frontline associates will remain employed, all existing collective bargaining agreements will continue, and associates will continue to receive industry-leading health care and pension benefits alongside bargained-for wages. Our proposed merger with Albertsons will bring lower prices and more choices to more customers and secure the long-term future of unionized grocery jobs.”
The proposed merger will create meaningful and measurable benefits for America’s consumers, Kroger and Albertsons Cos. associates, and communities that both Kroger and Albertsons Cos. serve by expanding access to fresh, affordable food and establishing a more compelling alternative to large, non-union retailers. This updated divestiture plan marks another next step toward the completion of the merger by adding a well-capitalized competitor into new geographies.
“We are confident this expanded divestiture package will provide the stores, supporting assets and expert operators needed to ensure these stores continue to successfully serve their communities for many generations to come,” said Eric Winn, CEO of C&S. “C&S is a leader in the grocery industry, and we are excited for this expansion of our current retail business, which is a key part of our long-term growth strategy. We look forward to welcoming storied banners, quality private label brands, and a team of experienced retail associates into the C&S family. This amended agreement enables C&S’s heritage of selection, value and customer service to continue our legacy of braggingly happy customers.”
Transaction Details
The updated divestiture package increases the total store count by 166 to include 579 stores that will be sold to, and continue operating as they do today by the new owner, C&S.
It maintains the sale to C&S of the QFC, Mariano’s and Carrs banner names. Under the amended agreement, Kroger will also sell the Haggen banner to C&S. Stores currently under these banners that are retained by Kroger will be re-bannered into one of the retained Kroger or Albertsons Cos. banners following the close of the transaction with C&S.
Under the amended agreement, C&S will license the Albertsons banner in California and Wyoming and the Safeway banner in Arizona and Colorado. In these states, Kroger will re-banner the retained Albertsons and Safeway bannered stores following the closing of the merger. Kroger will maintain the Albertsons and Safeway banners in the remaining states.
The number of stores contained in the divestiture plan by geography is as follows:
The above stores (regardless of banner) will be sold by Kroger to C&S following the closing of the merger with Albertsons Cos.
In connection with the additional stores being conveyed to C&S, the updated divestiture package includes increased distribution capacity through a combination of different and larger facilities as well as expanded transition services agreements to support C&S and the addition of one dairy facility.
The amended divestiture package also expands the corporate and office infrastructure provided to C&S given the increased store set to ensure C&S can continue to operate the divested stores competitively and cohesively. All fuel centers and pharmacies associated with the divested stores will remain with the stores and continue to operate.
The amended agreement maintains the divestiture of private label brands Debi Lilly Design, Primo Taglio, Open Nature, ReadyMeals and Waterfront Bistro to C&S. The revised agreement also provides C&S with access to the Signature and O Organics private label brands.
The updated plan will:
Subject to fulfillment of customary closing conditions, including Federal Trade Commission and/or other governmental clearance, and the completion of the Kroger-Albertsons merger, C&S will pay Kroger an all-cash consideration of approximately $2.9 billion, including customary adjustments.
Merger creates meaningful benefits for customers, associates and communities
The proposed merger with Albertsons Cos. will produce meaningful and measurable benefits for customers, associates and communities across the country. The combined company committed that no stores, distribution centers or manufacturing facilities will close as a result of the merger.
Customers will benefit from lower prices and more choices following the merger close. Kroger committed to investing $500 million to begin lowering prices day one post-close, and an additional $1.3 billion to improve Albertsons Cos.’ stores.
This commitment builds on Kroger’s long track record of reducing prices every year, with $5 billion invested to lower prices since 2003. Customers will also have access to more favorite items from their own communities, as Kroger committed to increasing the number of local products in its stores by 10 percent post-close. This merger creates more opportunities for families to access the fresh, affordable foods they love.
As a combined company, Kroger committed to investing $1 billion to raise wages and comprehensive benefits. This builds on the incremental $2.4 billion Kroger invested to improve wages and comprehensive benefits since 2018. To provide the best holistic support for each associate, the company will also extend continuing education and financial literacy benefits to all associates following the merger close. As union membership continues to decline nationwide, especially in the grocery industry, this merger is the best way to secure union jobs. Kroger has added more than 100,000 good-paying union jobs since 2012.
The proposed merger will allow the combined company to invest more deeply to end hunger in communities across America. In 2023, Kroger committed to donating 10 billion meals to families across the United States by 2030. Bringing these companies together provides one more step toward achieving communities that are free from hunger and food waste.
Kroger and Albertsons Cos. remain committed to defending the merger in court and unlocking the many benefits it offers.
Read more about the combined company’s commitment to customers, associates and communities at www.krogeralbertsons.com
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Safeway, the leading banner operated by Albertsons Companies, has partnered with avid philanthropist and top digital creator MrBeast, AKA Jimmy Donaldson, on the latest challenge to hit the popular YouTube channel. Available to watch now, the “Survive in a Grocery Store” video shows MrBeast challenging a contestant to see how many days he can live inside a Safeway grocery store. Every day the man remains in the store, he wins $10,000, but there’s a catch. He must choose $10,000 worth of products to donate to local charities each day as well.
“Safeway has a longstanding history of giving back to the community, so when we learned of this incredibly fun and unique opportunity to partner with MrBeast and help our neighbors in need, we were thrilled,” said Jennifer Saenz, EVP and chief merchandising officer at Albertsons Cos. “Our collaboration with MrBeast furthers our mission to break the cycle of hunger as part of our Recipe for Change environmental, social and governance framework. We’re also introducing MrBeast’s fanbase to the extensive assortment of popular products they can find in their local Safeway store, including Feastables candy and cookies.”
Thanks to Safeway, MrBeast and brand sponsors, including Shopify, over $450,000 worth of groceries, electronics, paper goods and more were donated to local nonprofit organizations including Feeding America, You Need Help Outreach Ministries, Kinston Teens, Hope Restorations, The Salvation Army Greenville, Boys & Girls Club of Wayne County and Beast Philanthropy.
“Working with MrBeast and Safeway has been a great experience that we will never forget. The quantity of donations was amazing, and we are certain that it made history in our ministry. We appreciate every donation that was given,” said Carl Darden, CEO of You Need Help Outreach Ministries.
Safeway partnered with Copia, a technology company that connects food donations to local not-for-profits in need, to identify and manage donation opportunities from the store to local nonprofit organizations.
“Copia is honored to have connected the generous donations from the MrBeast challenge with local nonprofits including Kinston Teens and Beast Philanthropy and many others who tirelessly serve their local community,” said Kimberly Smith, CEO for Copia. “We applaud MrBeast for shining a spotlight on the very real issue of food insecurity in our country, and we are proud to partner with him and Albertsons Cos., a grocer committed to reducing hunger across the United States.”
Brand sponsors that helped stock the store for this exciting challenge included PepsiCo, Vita Coco, Campbell’s, Red Baron Pizza, Dude Wipes and Country Crock.
“PepsiCo is thrilled to partner with Albertsons Cos. as the exclusive direct-store-delivery beverage provider for MrBeast’s latest video,” said Shannon Bennett, vice president, retail sales, PepsiCo Beverages North America, West Division. “We proudly provided 20 pallets of assorted PepsiCo products that were donated to the local community, and we are excited for everyone to check out MrBeast’s newest challenge. We think fans will especially love the contestant’s creative use of the Starry lemon lime flavored soda 12-packs!”
To complete MrBeast’s latest idea and make sure it was a real experience for the contestant, Albertsons Companies and their Safeway team worked with MrBeast’s team on the cash registers, aisles, signage, placement and merchandising to make sure every aspect of the store was a true functional grocery store—including seasonal areas and specialty sections found only in and around special occasions.
The “Survive in a Grocery Store” video is live now on the MrBeast YouTube channel and has been translated into 14 languages across the globe.
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