Albertsons Takes a Fresh Look at Delivery

Jacqueline Barba
Digital Editor
Jacqueline Barba profile picture

Albertsons Companies has quietly rebranded its unlimited delivery subscription program with a new name, new perks and a bigger emphasis on fresh offerings.

Previously dubbed “Unlimited Delivery Club” and now called FreshPass, the updated service benefits from a colorful home page leaderboard ad running across chain websites. The ad highlights the “New” program, depicting a green logo and fruit imagery alongside a “New. Fresh. Save & Shop” tagline while dangling a 30-day free trial.

a close up of a fruit

The grocer introduced its unlimited delivery subscription service via a pilot program at Vons in 2019, rolling it out to additional chains following a positive shopper response. The program originally offered shoppers unlimited free deliveries on orders over a purchase minimum for a monthly or annual fee of $14.99 or $99, respectively.

The new FreshPass program is available at a lower monthly rate of $12.99, while the annual rate is the same, and includes several new rewards and perks:

  • A $5 monthly credit every month until Dec. 31 (for annual active subscribers only).
  • 5% off eligible O Organics and Open Nature private-label products.
  • A monthly exclusive Starbuck’s perk/offer determined by Albertsons. (Offers can only be used at participating in-store Starbucks Cafes and are personalized to the FreshPass member and store associated with the member’s Just for U loyalty account.)
  • A VIP customer service line.

The $5 monthly credit benefit can be applied to in-store or online purchases of at least $5. Each month, the credit will appear in subscribers’ “FreshPass gallery” and can be clipped for a future purchase. Excluding the $5 credit offering, FreshPass rewards do not expire as long as shoppers are enrolled in one of the two plans.

Similar to the original program launch, Albertsons banners are encouraging trial of FreshPass with a 30-day free offer, plus $20 off a first order of $75 placed by the end of the year for new subscribers.

The program rebrand particularly elevates fresh groceries, aiming to target consumers seeking fresher foods. The relaunch coincides with a recent marketing push emphasizing Albertsons banners’ fresh food offerings, employing messaging like “The Art of Fresh” and “Handled with care from farm to you.” Digital ads on chain websites link to a new dedicated hub that primarily promotes produce categories and items, offering “fresh tips” and relevant FAQs, as well as outlining Albertsons' own efforts and protocols to stock the freshest products.