Albertsons Companies launched its 3rd Annual Albertsons Companies Innovation Launchpad competition in search of emerging and innovative brands representing food, beverage and pet products. Independent food brands between $3 million and $10 million in net retail sales are encouraged to apply for the opportunity to compete live at the Natural Products Expo West in Anaheim, Calif., on March 4.

As part of the competition, 50 applicants will be chosen to present their brands to a panel of judges. The products should reflect areas such as functional beverage, hydration, sober-curious beverages, low sugar or carb, protein solutions, global flavors, healthy meal solutions and premium pet items. The top three winners will receive prizes valued at more than $300,000 total, including cash and industry services. The winners will also be considered for distribution in Albertsons Cos. banner stores including Albertsons, Safeway, Jewel-Osco, Shaw’s, ACME, Pavilions, Kings Food Markets, Balducci's Food Lovers Market, Market Street and Haggen.

“The Albertsons Innovation Launchpad is an exciting platform that brings new and emerging brands closer to our customers,” said Omer Gajial, EVP of merchandising and chief digital officer at Albertsons Cos. “Since the competition began in 2022, we have received an overwhelming response from entrepreneurs eager to showcase their products. We are thrilled to host this competition again as it not only creates opportunities for emerging brands but also allows us to discover new and innovative products to delight our customers.”

Last year, the competition generated more than 700 applicants. The three grand prize winners were WunderEggs, Evergreen and Blue Zones Kitchen, receiving prizes valued at more than $300,000 total, including cash and industry services. In addition, WunderEggs, a plant-based egg alternative, is now available at 1,600 Albertsons Cos. stores including Safeway, Albertsons, ACME, Shaw’s and Vons.