Albertsons has recently launched a new line of private label marinated meats under the brand Chef’s Counter, featuring unique flavors and globally inspired ingredients that are designed to be ready to cook in just 20 minutes. The chain plans to initially introduce these products in the self-service meat department, with future expansion into the deli, frozen, and center store sections in the coming year.
This move by Albertsons is part of their strategy to enhance their own brands portfolio and appeal to budget-conscious consumers who enjoy preparing restaurant-style meals at home. The grocer, under newly appointed CEO Susan Morris, aims to differentiate itself from competitors by offering distinctive and trend-forward flavors that are difficult to replicate.
The Chef’s Counter line offers a variety of marinated meats at prices ranging from $4.99 to $12.69, including options like lemon peppercorn chicken, mesquite or garlic herb pork loin chops, and chimichurri beef sirloin steaks. Additionally, shoppers can choose carne asada beef flap steak for a unique restaurant-like experience. To further enhance the shopping experience, Albertsons has introduced shoppable recipes featuring Chef’s Counter products on their online platforms and enlisted celebrity chef Antonia Lofaso to promote the brand on social media.
This introduction of Chef’s Counter follows Albertsons’ previous launches of Overjoyed, a collection of snacks, candy, cookies, and dessert supplies, as well as Bee Lightly, a line of wines in eco-friendly flat bottles made from recycled plastic. The grocer’s expansion of house brands is in line with the industry trend, as private label grocery sales have been on the rise, reaching a record $271 billion last year.
Overall, Albertsons’ focus on offering unique and affordable culinary experiences through Chef’s Counter demonstrates their commitment to providing high-quality products that cater to the evolving preferences of modern consumers. With a diverse range of marinated meats and the support of a renowned chef, Albertsons is poised to engage shoppers and drive sales in the competitive grocery market.