Riteaid Launches Private Brand Tugaboos Diapers

Camp Hill, Pennsylvanian based drugstore Rite Aid is introducing its new private brand baby care line Tugaboos, with Tugaboos diapers now available at all Rite Aid stores. Tugaboos compare in quality to the national brands but are priced much lower.

The new baby care line is part of Rite Aid’s plan to revamp its entire private brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Tugaboos uses new diaper design technology for additional absorbency and leakage protection and offers a money-back customer satisfaction guarantee right on the package. Tugaboos includes jumbo and overnight diapers and trainers and are hypoallergenic. Creams, lotions and wipes are among the products that will be added to the line of Tugaboos baby care products.

Parents and caretakers can watch short informational videos about Tugaboos-Premium Diapers and Tugaboos Training Pants on Rite Aid’s Video Values online savings program site at www.riteaid.com, earning $1 off coupons. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid Bonus Coupon when they earn 20 video credits. Some videos are worth multiple credits.



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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.