Private Brand is Delish with Duane Reade


According to a Press release from PR/Newswire the ubiquitous New York drug chain is launching a new Private Brand food and beverage brand DR Delish

Acccording to the press release:

DR DelishIn keeping with this aim, the company launched its own exclusive brand of delectable food and beverage items under the DR Delish this week. DR Delish debuts with an outstanding array of delectable items, including all natural and gluten-free trail mixes, vitamin-enhanced teas without artificial colors or flavors, 100% juices, all-natural baked potato crisps with zero cholesterol, and soy snacks made without trans fats.  In all, Duane Reade will debut 25 high quality –and delicious — new products. Joe Magnacca, Chief Merchandising Officer, commented,

“We know New Yorkers want and need their drug store to offer convenience and value.  But they also want more interesting, unique and high-quality food products and beverages that taste great.  We believe we’ve achieved a fantastic combination of these attributes with our DR Delish line and we’re delighted to begin offering it to New Yorkers, a particularly tough audience.”

Compared with national brands, DR Delish products have a decided advantage:  the Chocolate Chip with Pecan cookies have more than 20% more chocolates and pecans than a comparable product from Pepperidge Farms; and the DR Delish Chocolate Chip Classics cookie has 60% more chocolate chips than the Nabisco Chips Ahoy brand.   “Perhaps the best part of this new offering is the excellent value that DR Delish offers when compared to national brand products,” Magnacca continued. DR Delish products will be offered at low introductory prices: Four different varieties of cookies priced at $1.99 for a 12-ounce package. Six varieties of juices and four varieties of teas are available in one-gallon containers and priced at $2.99; Trail Mix Crunch items are priced at 2 for $5.00

A selection of Brownie Bites, Drizzles (Cinnamon Streusel, White Chocolate Multigrain and Chocolate Multigrain), and Spudzz baked potato products (Sea Salt Baked Potato Crisps, Barbecue Baked Potato Crisps, and Sour Cream and Onion Baked Potato Crisps) are priced at $0.99 per package.

The September launch will be followed by an expanded launch of products in time for the 2009 holiday season, and by the end of 2009 more than 100 products will be available under the DR Delish brand. Upcoming products will include Organic Lemonade, Belgian Chunk & Chip Cookies, Soy Crisp Caramel Chips and a variety of unique, 100% Arabica coffee blends.

This launch comes on the heels of the recent rebranding of Duane Reade, with new logo and prototype stores. The new branding work could not come at a better time for Duane Reade who is seeing increased competition from national drug chains including the opening of a flagship Walgreens in Times Square.

If Duane Reade can use their Private Brands to engage New Yorkers in a relevant and meaningful way they have a significant opportunity to build loyalty among traditionally fickle New York customers.


Thanks to Amy Kritzer for the product shots. Good Eye.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.