Category Challenge

Albertsons consumers increasingly demanded organic options, but were unwilling to pay for the price increases that typically come with branded organic products.

Solution

Launch O Organics®, a private label control brand owned by Albertsons. By directly managing the supply chain, it became possible to lower the costs of this organic offering, making organic foods more accessible to consumers.

Result

The O Organics Initiative was a success. In 2018, the brand grew by 50% to reach $1B in sales. In 2017, the brand successfully launched 200 new SKUs, followed by 500 new SKUs in 2018. O Organics now has over 1500 SKUs and has brought down the price of organic products across the industry.