Albertsons Cos. has introduced its new Own Brand, Overjoyed, marking the company’s first major private label debut in recent years.
Overjoyed offers shoppers a selection of 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. Both are available 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 of 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.’”
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Overjoyed products can be found throughout the store in categories including bakery and décor, snack mixes, candy, cookies and celebration supplies. In addition, each holiday season will feature new seasonal items and treats , such as vampire fang gummies and graveyard cookie decorating kits for Halloween.
Overjoyed is the latest addition to the company’s Own Brands portfolio, which includes household names such as Signature SELECT, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.
