Albertsons Companies unveils new vision for Plated as it joins lineup of popular Own Brands

BOISE, Idaho, Nov. 12, 2019 (GLOBE NEWSWIRE) -- Albertsons Companies is strategically shifting the future of the Plated brand from a dinner-based subscription solution to a comprehensive in-house culinary brand that will join the companya??s lineup of popular private label products.As a result, Plateda??s subscription service will be phased out at the end of November, giving way to a sharper focus on how the brand can help deliver a differentiated in-store experience. The company plans to expand the Plated brand with new product offerings in additional stores in 2020.a??Our vision for Plated includes an expanded set of products that goes far beyond a dinner-based solution and into a comprehensive in-house culinary brand,a?? said Geoff White, EVP & Chief Merchandising Officer. a??With a broader scope of offerings, we see Plated solving customer demands around convenience, lifestyle, and cooking experience, while adding yet another layer of interest to our in-store journey.a??The marketing and product development team behind the companya??s Own Brands will manage the expansion of Plated into a holistic home meal solution. That same team has grown iconic billion-dollar brands like O Organics, Lucerne, Signature Select, and Signature CafA.Own Brands remains an important source of growth and innovation at Albertsons Cos. Own Brands penetration grew from 23.0% in FY2017 to 25.3% in Albertsons Cos. most recently reported quarter. The Own Brands team launched 1,100 new items in 2018 alone.
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