Safeway and Vons Replace FreshPass With forU+ Program
The grocer is transitioning its subscription service to a lower-cost annual model alongside a new rewards credit card.
Updated on Oct. 20, 2026 in Couponing
Live Poll
Do you plan to switch to the new forU+ grocery subscription for your household shopping?
Safeway and Vons have replaced the $99-a-year FreshPass subscription with the new forU+ program, which costs $39 annually. The change comes as the company seeks to boost loyalty through a tiered digital strategy.
Why it matters
Albertsons is shifting its subscription model to encourage customer retention, noting that active digital users spend three to four times more than other shoppers. The company faces margin pressure as e-commerce sales continue to grow.
The new forU+ annual membership is priced at $39, a 61% reduction from the previous $99 FreshPass fee. While it offers free same-day delivery on orders over $30, it removes the $5 monthly credit and certain product-specific discounts.
The players
Albertsons
Albertsons is a major American grocery company that operates several well-known supermarket chains including Safeway and Vons.
The details
Customers using the new co-branded American Express card can earn 5% back on online grocery purchases and 3% on in-store spending. To qualify for a $50 statement credit, users must spend $1,000 in qualifying purchases within 90 days.
Timeline
October 13, 2026: Albertsons held its second fiscal quarter earnings call.
Culture Shift
The introduction of forU+ reflects a wider retail trend where major grocers are lowering subscription barriers to capture digital market share. This move aims to solidify customer loyalty as online shopping becomes a primary habit rather than a niche convenience.
Shoppers currently paying for FreshPass will be automatically migrated to the lower-cost forU+ plan upon their next renewal. However, users should note that the new plan eliminates the previous $5 monthly credit and some exclusive brand discounts.
The takeaway
The new subscription model offers significant upfront savings for frequent digital shoppers but removes certain per-month perks. Before committing, compare your monthly spending on Albertsons products against the loss of the previous $5 monthly grocery credit.
What happens next
Albertsons is expected to present a comprehensive turnaround plan during its fourth-quarter earnings call.
Further reading
Find more updates on retail loyalty programs in the United States Couponing section.
Live Poll
Do you plan to switch to the new forU+ grocery subscription for your household shopping?
