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.Continue reading...