Walgreens’ “Nice!” Private Label


Walgreens has launched Nice!, its new private label brand, as part of the CPG giant’s retail strategy to claim more real estate and mindframe in the increasingly competitive category. The label uses the tagline “smart. quality. everyday.”

Nice! is a… nice companion to the Good & Delish private label, developed earlier for Duane Reade (which Walgreens owns). Its initial sku’s include dried fruit, white rice, baking soda, canned soup, tomato sauce, tea bags and macaroni & cheese.

“You will see a lot of transition within Walgreens brand portfolio over the next 12 to 18 months,” said Maurice Alkemade, divisional vice president, general merchandise manager for private brands in an article for the trade publication Private Label magazine.[more]

“I believe the Walgreens brand means health and wellness. That’s where it should live. We will slowly move away from the W brand and transition that back to the Walgreens brand that will be dominant in health and wellness. You will not see it in categories that aren’t health and wellness,” added Alkemade.

That said, Walgreens did release its own private label beer in February, called Big Flats 1901, parodied by Stephen Colbert in the video linked below. A six-pack is priced at $2.99, with the tagline, “It’s the water that makes it.” (The Walgreens portion begins at 2:13.)

Testerday’s launch included a special for Walgreens customers who check in on foursquare at any Walgreens Redbox Kiosk: FREE one-day DVD rental.

Now that’s Nice! any way you look at it.