Albertsons sprinkles extra sweetness with Overjoyed from its Own Brand
Life’s simple pleasures often bring the biggest smiles. Adding to its Albertsons Cos private label brands, Overjoyed serves some sweet treats with an extra sprinkling of happy.
The rise of the private label brand has been swift. While many people turn to these cost-effective food choices, the return purchase is more than saving some cents.
Grocery store brands have elevated the private label offerings into must purchase items. From creative flavor combinations to great tasting food, shoppers prioritize the store brand over some conglomerate food companies.
Albertsons’ Own Brand line has done well for the company. Looking to build on that successful foundation, Overjoyed seamless fits into the upcoming seasonal baking and dessert trends. As the temperatures drop, those cookies, cakes, and other desserts help to bring some happiness to an otherwise dull day.
Speaking about the new Overjoyed line, Brandon Brown, SVP Own Brands for Albertsons Cos said, “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. 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’.”
Brown’s statement shows that Overjoyed is more than just cookies or treats. As the name infers, the food is meant to elicit a feeling. Bringing cupcakes to a friend can be a pick me up. Having a conversation with a child while stirring that icing might be a memory they recall fondly 20 years later. Life’s simple moments are the ones which are often the most special.
As part of the concept to elevate and celebrate any and every moment, the Overjoyed brand features a wide array of items. From bakery to candy to snack mixes to celebration supplies, there is something to make any and every day sparkle.
Some highlights include the soft cookies with colorful icing and mini palmers. Whether shoppers want to simply buy their indulgence or prefer to have a hand in making that treat, there is something for everyone.
In many ways, this new product line from Albertsons is a smart choice for the brand. When a consumer can equate a food brand with a special memory, it creates a lasting fan. Every time that person wants to remember that moment or recreate that feeling, they will gravitate toward that Overjoyed purchase.
The Overjoyed line joins other Albertsons private line Own Brand labels like Signature SELECT, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.