Albertsons has launched Albertsons for U+, a new subscription plan offering unlimited same-day delivery for $39 per year — a fraction of what competitors charge. Kroger Boost runs $99 per year, Walmart+ costs $98, and Amazon Prime is $139. An optional Flash upgrade for $2 more adds 30-to-50-minute delivery. The plan bundles existing loyalty program benefits including personalized deals, digital coupons, and non-expiring points.
The aggressive price point, described by one analyst as a "very deep discount," is reportedly sustainable because Albertsons is funding rapid delivery through its retail media network revenues. The launch comes as Walmart and Kroger are also leaning hard into fast delivery, with Walmart reporting 70 percent of home deliveries on the same day or faster in Q2 and Kroger making speed a centerpiece of its path to 3 percent comp growth by 2029.
For produce suppliers and category managers, delivery subscription growth matters because it drives order frequency and basket size — categories like fresh produce benefit disproportionately when shoppers order more often. Watch for whether Albertsons' ultra-low price point forces competitive responses from Kroger or Walmart on their own subscription fees.