Duane Reade Launches DR Delish

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October 6, 2009

The New York based drug chain this week launched its own brand of food and beverages including all-natural and gluten-free trail mixes, cookies, vitamin-enhanced teas, juices, all-natural baked potato crisps, and soy snacks.

Duane Reade has rolled out 25 new products under the DR Delish brand, which it is selling at low introductory prices.

In a recent Brand Week interview, Joe Jackman, acting chief marketing officer, said research revealed customers wanted healthier and more interesting snacks at a good value.

"We had a number of different brands in the past. They could be anything from DR, our private label brand, and some that were under a range of names previously, but which we've decided to consolidate under a much more exciting brand called DR Delish," he said. "We think the name says it all... By the holidays, it will be many, many more."

By the end of 2009, the 256-store chain will have more than 100 DR Delish products available, Jackman said.

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