BOISE, IDAHO — Albertsons Cos. announced on May 14 the launch of Chef’s Counter. The company designed the new own brand to bring new tastes to consumers with convenience at a competitive price point. Albertson’s wanted to meet the growing demand for at-home meals with globally inspired ingredients and flavors. Chef’s Counter debuts with a selection of ready-to-cook marinated meats exclusively available now in Albertsons Cos. stores including Albertsons, Safeway, Vons, Jewel-Osco, ACME and Shaw’s, ahead of Memorial Day weekend and the summer grilling season.

“At Albertsons Cos., we are committed to inspiring our customers by delivering innovative products to elevate their culinary experiences,” said Omer Gajial, executive vice president 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.”

Albertsons partnered with renowned chef and TV personality Antonia Lofaso as the brand’s first ambassador to celebrate the launch of Chef’s Counter. Lofaso will share her passion for flavor, creativity and approachable cooking through curated social content. Albertsons believes her perspective as a celebrated chef and working mother embodies the essence of the brand — to bring elevated, yet efficient and affordable, everyday meals to the home.

“I’m delighted to partner with Albertsons Cos. for the launch of Chef’s Counter as their featured chef brand ambassador,” Lofaso said. “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’s pre-seasoned and marinated meats feature lemon peppercorn, Italian-style and barbecue chicken breasts, along with teriyaki style and cilantro lime chicken thighs. Also available are mesquite or garlic herb flavors to enhance pork loin chops. For beef, there’s chimichurri and butter and garlic beef sirloin steaks, as well as carne asada beef flap steak. Additional varieties include Chef’s Counter meal starters 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 favorites. The products were also designed to serve the diverse needs of Albertsons Cos.’ foodie customers, offering trend-forward flavors that are often challenging to replicate.

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 sold in the self-service meat section of the store and ranges in price 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 products in the center store.