Albertsons Cos. is adding to its Own Brand portfolio with the new Chef’s Counter line, designed to bring chef-inspired flavors and tastes to customers in a convenient and affordable way. Created to meet growing consumer demand for cooking meals at home with adventurous flavors and globally inspired ingredients, Chef’s Counter is first debuting with a selection of ready-to-cook marinated meats. The brand is exclusively available in Albertsons Cos. stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s.

“At Albertsons Cos., we are committed to inspiring our customers by delivering innovative products to elevate their culinary experiences,” said Omer Gajial, EVP of merchandising and chief digital officer at Albertsons Cos. “With our new Chef’s Counter brand, we recognized an opportunity to enhance our Own Brands portfolio of marinated offerings and tap into the growing consumer interest in international-inspired foods. Chef’s Counter offers shoppers restaurant-quality recipes, enticing flavors and new mealtime possibilities, all with the convenience, ease and value of cooking at home.”

To celebrate the launch of Chef’s Counter, Albertsons Cos. is partnering with chef and TV personality Antonia Lofaso as the brand’s first ambassador. Through curated social content, Lofaso will share her passion for flavor, creativity and approachable cooking. Her perspective as both a chef and a working mom embodies the essence of the brand – bringing elevated, yet efficient and affordable, everyday meals to the home. 

Chef Antonia Lofaso

“I’m delighted to partner with Albertsons Cos. for the launch of Chef’s Counter as their featured chef brand ambassador,” said Lofaso. “Growing up in a family rich with diverse culinary flavors and traditions, my love for cooking was deeply rooted from an early age. I am excited to see a national grocer making it easier and more accessible for everyone to explore new, adventurous flavors and recipes, celebrating the joy of culinary exploration and fine eating.”

Chef’s Counter features preseasoned and marinated meats that make it easier for customers to create chef-inspired meals, ready in about 20 minutes. The line includes lemon peppercorn, zesty Italian-style and smoky barbecue chicken breasts, along with chicken thighs in savory teriyaki-style or cilantro lime flavors. The line also includes garlic herb and mesquite flavors for boneless pork loin chops, chimichurri and garlic beef sirloin steaks and carne asada beef flap steak. For additional variety, Chef’s Counter provides meal starters including balsamic peppercorn beef tips, chimichurri pork tenderloin medallions and orange chicken breast strips.

Chef’s Counter flavor profiles were inspired by consumer research and emerging trends, ensuring a mix of familiar offerings alongside adventurous choices. The products were also designed to offer memorable and sensorily evocative experiences and trend-forward flavors. For instance, the Chef’s Counter carne asada beef flap steak was crafted to evoke a distinct restaurant experience with its authentic taste.

Additionally, Chef’s Counter is introducing a collection of shoppable recipes to simplify meal planning for customers. Shoppers can access these recipes by scanning the QR code on the product packages or by visiting the Albertsons Cos. store websites or apps.

Chef’s Counter is available in the self-service meat section of the store and ranges in prices from $4.99 for boneless pork loin chops in mesquite or garlic herb flavors to $12.69 for carne asada. 

In 2026, Albertsons Cos. will expand its Chef’s Counter line by introducing premium selections in the deli and frozen sections, along with globally inspired products in the center store.

The launch of Chef’s Counter is supported across Albertsons Cos.’ digital and in-store channels with dynamic creative, social content featuring Lofaso and culinary inspiration that encourages customers to simmer, sear and sauce in ways they never imagined possible.

Chef’s Counter is the latest addition to the company’s Own Brands portfolio.

Source: Albertsons Cos.