BOISE, September 10, 2024 – Albertsons Companies (NYSE: ACI) has launched its newest private label, Overjoyed, marking the retailer’s first significant brand debut in recent years. Overjoyed offers indulgent treats, decorative gifts, and celebration supplies, providing shoppers with high-quality products designed to make every day special.
The Overjoyed brand includes a wide range of colorful and delicious products such as cupcakes, sprinkles, cheesecakes, and scented candles. An extension of the brand, Overjoyed Boutique™, offers vases, candles, and seasonal gifts. The brand is now available in Albertsons stores, including Safeway, Vons, Jewel-Osco, ACME, and Shaw’s.
Brandon Brown, SVP Own Brands for Albertsons Companies, said, “At Albertsons Cos., we are committed to bringing people together around the joys of food, and our newest brand, Overjoyed, celebrates life’s everyday moments. Whether hosting a hot fudge sundae party or surprising loved ones with a treat, the new brand aims to create lasting memories.”
The Overjoyed product lineup spans key categories, including bakery, décor, and celebration supplies. Customers can enjoy tempting items like French macarons, s’mores trail mix, and chocolate fudge brownie ice cream cake. The brand also offers whimsical baking items, such as colorful cupcake liners and themed sprinkles, allowing shoppers to craft their own desserts. Seasonal items, such as vampire fang gummies and Halloween-themed cookie kits, will be available during holidays.
Albertsons will promote this new brand through its email, social, and digital channels, using vibrant colors and a cheerful teal logo to reflect the brand’s upbeat personality. Overjoyed joins Albertsons’ trusted private label portfolio, which includes well-known names like Signature SELECT®, O Organics®, and Lucerne®.
With Overjoyed, Albertsons continues its mission to provide high-quality products that help customers celebrate life’s small, special moments.