Nice! Joins Walgreens' Store Brands Stable

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August 16, 2011

Walgreens continues its store brand expansion with the launch of Nice!, a national brand equivalent line of grocery items now available in stores, a Walgreens’ spokeswoman confirmed, noting the new brand and an official announcement will follow later this week.

The Nice! rollout includes canned items such as tomato sauce, dried goods such as tea, baking ingredients, dehydrated fruit and macaroni and cheese. The brand is featured on in-store signage and is expected to be more visible in weekly ads and marketing materials as Walgreens continues its push to bring unique products to market.

Nice! replaces the chain’s Deerfield brand and builds on the drug chain’s Good & Delish selection of premium products acquired along with Duane Reade stores. That brand was transitioned from Duane Reade’s DR Delish private label line as Walgreen’s began integrating the two chains.

The Nice! packaging is an extension of Good & Delish -- simple and clean with a liberal use of white space and the tagline, “Smart quality. Everyday.” Shelf placement next to like items from national brands clearly communicates Nice! as a low cost alternative.

The development of private label products that go beyond the simple store brands option for OTC is a priority for the Deerfield, Ill.-based drug chain. With direct competitor CVS firmly established with store brands in health and beauty, Walgreens is looking to every day consumables and grocery items to establish its beachhead.

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