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New From Rite Aid Brand: Tugaboos and Simplify

overnightsAfter months of planning and preparation, Rite Aid has launched two new and exciting product lines from Rite Aid Brand: Tugaboos and Simplify.

New Tugaboos baby care products are for quality-driven but value-minded moms seeking the great performance they need at a great price. Tugaboos diapers are available at Rite Aid now and the product line will expand to include more items in the near future.

Simplify is Rite Aid Brand’s new “price fighter” value tier. These value tier items “simplify” customers’ lives by empowering them to save money on products backed by Rite Aid Brand’s satisfaction guarantee. Bathroom tissue, paper towels, bottled water and soda are available in stores now, with additional products to be released soon.

Simplify Water


Tugaboos and Simplify are two of the new product lines the company has created to give Rite Aid Brand a fresh and consistent look that attracts customers’ attention when they shop at Rite Aid.

Over the next two years, the company will introduce more new package designs – 2,400 in total – and convert most existing Rite Aid Brand products into a new “brand architecture” that has three price tiers:

  • Premium tier for higher-end products such as Thrifty Ice Cream, PharmAssure and GNC.
  • National Brand Equivalent (NBE) tier for items priced lower than their equivalent brand-name products. In some cases, products in this tier have been upgraded in quality to keep pace with recent improvements made to comparable brand-name items. This tier includes the new sub-brands Tugaboos (baby), Pantry (food), Renewal (beauty), Home (general merchandise) and Pharmacy.
  • The brand’s first-ever Value tier, named Simplify, is designed to attract the increasing number of customers looking for the best price.


Private brand penetration, or the percentage of front-end sales represented by Rite Aid Brand, increased last year and the company believes the Rite Aid Brand makeover will help the company continue that trend.