BOISE, Idaho — Albertsons Companies is spicing up its private label portfolio with the debut of Chef’s Counter, a new Own Brand line offering globally inspired, ready-to-cook meals designed for shoppers seeking convenience, variety, and restaurant-style experiences at home.
Launched just ahead of Memorial Day weekend, the Chef’s Counter line is rolling out in Albertsons-owned stores nationwide—including Albertsons, Safeway, Vons, Jewel-Osco, ACME, and Shaw’s—as consumers ramp up for summer grilling season. The initial launch focuses on marinated meats and meal starters that require minimal preparation but deliver bold, chef-crafted flavors in under 20 minutes.
“With our new Chef’s Counter brand, we recognized an opportunity to enhance our Own Brands portfolio and tap into the growing consumer interest in international-inspired foods,” said Omer Gajial, EVP of Merchandising and Chief Digital Officer at Albertsons Cos. “We’re giving customers an easy, affordable way to explore bold new flavors without leaving their kitchens.”
The line includes flavor-forward selections such as lemon peppercorn and Italian-style chicken breasts, teriyaki chicken thighs, mesquite pork loin chops, chimichurri beef steaks, carne asada, and tangy orange chicken breast strips. Designed to offer both familiar tastes and culinary adventure, the products reflect consumer research and trend forecasting aimed at meeting rising demand for global flavors and at-home cooking ease.
In a bid to connect with home cooks and food enthusiasts, Albertsons has tapped celebrity chef and television personality Antonia Lofaso as the brand’s inaugural ambassador. Lofaso, known for appearances on Top Chef and Restaurant Startup, will lead digital and social campaigns showcasing approachable yet elevated recipes that align with the brand’s ethos.
“Growing up in a family rich with diverse culinary traditions, I know the joy that comes from bold, authentic flavors,” said Lofaso. “Chef’s Counter is making that kind of eating accessible to busy households everywhere.”
Beyond flavor, Chef’s Counter aims to streamline the cooking experience. Products come with QR codes linking to curated recipes and meal-planning tools accessible via Albertsons Cos. store websites and apps. Prices range from $4.99 for seasoned pork chops to $12.69 for carne asada beef flap steak.
The brand is set for further expansion in 2026, with plans to add premium items in the deli and frozen aisles as well as globally inspired center-store products. The move underscores Albertsons' broader strategy of investing in differentiated, high-margin private label offerings that drive customer loyalty and boost store traffic.
Chef’s Counter joins a growing Own Brands portfolio that includes names like Signature SELECT, O Organics, Open Nature, and waterfront BISTRO, which collectively contributed $17.7 billion in sales in fiscal 2024.
Supported by dynamic in-store displays and cross-platform digital promotions, the Chef’s Counter rollout positions Albertsons to capitalize on the continued popularity of home cooking, even as restaurant traffic rebounds. With shoppers increasingly seeking premium, yet convenient, food experiences, the brand’s launch reflects a strategic push into trend-forward meal solutions that blur the line between grocery and gourmet.
