Walgreens to Launch 'The Biggest Loser' Exclusive Line of Products

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June 14, 2011

Walgreen Co. teamed up with NBCUniversal Television Consumer Products Group and Reveille LLC to launch an exclusive line "The Biggest Loser" branded products, including meal bars and shakes.

The mission of the collaboration “focused on developing better-for-you products at a great price,” Boomerang Brands, which was involved in the product development, told Convenience Store News.

"'The Biggest Loser' nutrition experts insisted on natural ingredients for their label, [and] we were thrilled to make it happen at a cost-effective price for Walgreens," said Jim Daly, senior partner at Boomerang.

The products are high in protein and dietary fiber and contain no preservatives, artificial flavors or colors.

"The products are made primarily of simple, natural ingredients, making them a great addition to any weight loss plan -- offering people a healthy alternative to fast food while on the go," said Kim Niemi, senior vice president, NBCUniversal Television Consumer Products Group.

The products were first unveiled on April 6 at the Walk With Walgreens program in New York City, with special guests including Biggest Loser contestants Tara Costa and Erik Chopin.

Walgreens is expected to roll out the Biggest Loser products shortly to its 7,700 stores nationwide.

SBD Views: We think the development of controlled brands through licensing arrangements will increase in frequency as a source of store brands share growth. When you consider how retailers, especially Target, have utilized this strategy in apparel and home goods, the upside in food and consumables is substantial. -- John Failla for Store Brands Decisions

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