Albertsons Companies Inc. has launched Chef’s Counter, a new Own Brand featuring chef-inspired flavors and tastes.
Chef’s Counter is debuting with a selection of ready-to-cook marinated meats available exclusively at Albertsons Cos. stores, including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s. The launch coincides with Memorial Day weekend and the start of the summer grilling season.
“At Albertsons Cos., we are committed to inspiring our customers by delivering innovative products to elevate their culinary experiences,” said Omer Gajial, EVP of merchandising and chief digital officer. “With our new Chef’s Counter brand, we recognized an opportunity to enhance our Own Brands portfolio of marinated offerings and tap into the growing consumer interest in international-inspired foods.
“Chef’s Counter offers shoppers restaurant-quality recipes, enticing flavors and new mealtime possibilities, all with the convenience, ease and value of cooking at home.”
To promote the brand, Albertsons Cos. has enlisted chef and TV personality Antonia Lofaso as Chef’s Counter’s first ambassador. Lofaso will share content on social media highlighting her culinary approach.
“Growing up in a family rich with diverse culinary flavors and traditions, my love for cooking was deeply rooted from an early age,” Lofaso said. “I am excited to see a national grocer making it easier and more accessible for everyone to explore new, adventurous flavors and recipes, celebrating the joy of culinary exploration and fine eating.” 
The initial Chef’s Counter offerings include pre-seasoned and marinated chicken breasts in lemon peppercorn, Italian-style and smoky barbecue flavors, as well as chicken thighs in teriyaki-style and cilantro lime flavors. Boneless pork loin chops are available in mesquite and garlic herb flavors.
Beef options include chimichurri and smoky butter garlic sirloin steaks, along with carne asada beef flap steak.
The line also features meal starters like balsamic peppercorn beef tips, chimichurri pork tenderloin medallions and tangy orange chicken breast strips.
According to Albertsons Cos., Chef’s Counter flavor profiles were developed based on consumer research and emerging trends. The products are located in the self-service meat section, with prices ranging from $4.99 for boneless pork loin chops to $12.69 for carne asada. They feature QR codes linking to recipes on Albertsons Cos.’ websites and apps.
Albertsons Cos. plans to expand the Chef’s Counter line in 2026 with premium selections in the deli and frozen sections, as well as globally inspired items in the center store.
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