New Albertsons Cos. Virtual Store Leverages Iconic Private Label

The Albertsons Cos. is leveraging one of its most iconic private labels to launch a virtual store that offers organic, natural and better-for-you foods, beverages and other groceries.

Powered by third-party grocery delivery service Instacart, O Organics Market is now open and serving San Francisco and Washington, D.C., with plans to expand beyond. Among its wares, customers can choose from products under such store brands as the organic and natural Albertsons brands O Organics and Open Nature, as well as commonplace products such as Dave’s Killer Bread and Annie’s Organic Fruit Snacks.

The store caters to an “important segment” of Instacart patrons who seek organic and natural products while deepening Albertsons Cos. commitment to expanding its digital footprint.

"We are excited to expand our partnership with Albertsons Cos. by powering the O Organics Market," said Nilam Ganenthiran, chief business officer at Instacart. "Their forward-thinking approach to meeting customer demand is exactly where the grocery industry is headed."

Shoppers in San Francisco and Washington, D.C. can get started at the O Organics Market here and simply entering their home ZIP code.

In January, Albertsons Cos. said it would introduce more than 450 new products under its O Organics private label in 2018. In April, the company said it plans to launch more than 240 new products this year under the private label, which launched in 2011 with approximately 100 products and a vision to provide customers with access to simple and flavorful food.

Together, Open Nature and O Organics comprise $1.4 billion in sales.

Albertsons Cos. operates across 35 states and Washington, D.C., under 12 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs. The company holds the No. 3 spot on Progressive Grocer's 2018 Super 50 list of top grocers in the United States.