Albertsons Cos. launches Overjoyed brand

BOISE, Idaho — Albertsons Cos. has unveiled its newest private label brand, Overjoyed, with a mission of inspiring joy in its customers' everyday moments. With an array of colorful, indulgent products—from cupcakes and cookies to candles and sprinkles—Overjoyed is designed to bring a touch of celebration to every occasion.

“At Albertsons, 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, senior vice president of Own Brands for Albertsons Cos.

Overjoyed is Albertsons' first new Own Brand product line in several years, and it the latest addition to a portfolio of brands that includes such names as Signature SELECT, O Organics, Lucerne, Open Nature, Primo Taglio, waterfront BISTRO, Soleil and Value Corner.

The Overjoyed product line spans the store, with tempting treats such as French macarons, s’mores trail mix, and even whimsical sprinkles to help create memorable desserts. Expanding into home décor, Overjoyed Boutique offers seasonal gifts, vases, and candles to elevate everyday celebrations.

With its cheerful branding and wide product selection, Overjoyed is poised to become a favorite for customers across Albertsons, Safeway, Vons, and other Albertsons Cos. stores, the retailer says.

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