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New Rite Aid Brand Items Scoring Big With Customers

Simplify WaterIt’s official. The Tugaboos baby care and Simplify price fighter items released in March have been a hit with Rite Aid customers.

Sales of Tugaboos diapers, overnights and training pants are significantly higher than similar Rite Aid Brand diapers sold the year before, says Senior Director of Rite Aid Private Brands Kathy Horton.

Meanwhile, Simplify bottled water, strawberry and berry flavored drinks, two-ply paper towels, and one- and two-ply bath tissue have also resonated with customers. Simplify bottled water 24-packs have performed exceptionally well, Horton says.

These products were the first released through an extensive project to redesign packaging for most existing Rite Aid Brand items and convert the items to the new tiered brands Renewal (beauty), Pantry (consumables), Home (general merchandise), Tugaboos (baby), Simplify (price fighter) and Pharmacy.

In the first quarter, Rite Aid converted 60 items to the new Rite Aid Brand architecture. The company expects to convert 1,000 items – or 30 percent of all private brand SKUs – by the time its fiscal year concludes next February.

Since the first products were introduced in March, Rite Aid has released lotions, body wash and aftershave to introduce its Renewal brand and soups, coffee and tea products to introduce Pantry. The company plans to introduce food storage bags, trash bags, soda and snacks through Simplify later this year.