Albertsons announced it is relaunching the Waterfront Bistro brand and affirming its commitment to providing customers with high-quality, traceable seafood from environmentally and socially responsible sources as part of National Seafood Month.
Waterfront Bistro, which can be found at Albertsons, Safeway, Vons, Jewel-Osco and other Albertsons’ banners, features the Responsible Choice logo indicating that 100 percent of its seafood items meet Albertsons Companies' Responsible Seafood Policy, Albertson said in a press release.
As part of the relaunch, the Waterfront Bistro brand will feature a new, modernized logo and updated packaging. Plus, many Waterfront Bistro items will feature recipe suggestions on the back of the package.
“Customers can simply scan the QR code for inspiring meal solutions, from Creamy Shrimp Scampi to Tilapia Milanese, as well as helpful seafood tips, tricks and serving hacks,” Albertsons said.
Albertsons is also introducing “Bring the Bistro Home,” an integrated marketing campaign that includes digital, in-store, e-commerce, and creative components.
Waterfront Bistro seafood is third-party audited “to ensure every fish, shrimp or shellfish has been raised or caught in ways that help safeguard future supplies and keep ecosystems thriving,” the company said.
“We’re excited to reintroduce Waterfront Bistro as an elevated and responsible option for our shoppers,” Albertsons Vice President of Own Brands Katie Ceclan said. “With Waterfront Bistro, we’re making it easier than ever to access affordable, high-quality and responsibly-sourced seafood ingredients so our customers can create restaurant-worthy dishes in the comfort of their own kitchens and feel good about the ingredients they’re using.”
Shoppers can find recipe solutions on its website, as well as in the company’s Meal Plans tool, which offers numerous recipe suggestions based on dietary preferences, including pescatarian.
Photo courtesy of Albertsons
