New York Private Brand Invades Middle America

Following up on my post from last week about the introduction of DR Delish products at Walgreens here is the offiical press release on the subject.

This week Walgreens is bringing a bite of the Big Apple to its stores across the country as it begins offering the DR (Duane Reade) Delish line of premium snacks and beverages.

Pronounced like the first two syllables of “delicious,” this high quality private brand has been a hit with New Yorkers since it debuted at Duane Reade drugstores last September. Walgreens acquired the brand as part of its purchase of Duane Reade in April.

“Introducing the DR Delish line of products in our stores is one of the first big steps toward bringing the best of Duane Reade to Walgreens,” said Bryan Pugh, vice president of merchandising for Walgreens. “The DR Delish brand allows us to offer our customers snacks and beverages with premium recipes but at more affordable prices.” The DR Delish snacks and beverages will sell at prices below the leading national brands.

The DR Delish brand launched at Duane Reade with 25 items last fall and quickly developed a strong following among New Yorkers as it grew to more than 100 items by the end of last year. Many of the products offer healthy benefits such as trans-fat free, gluten-free, reduced-calorie or made with natural ingredients.

Walgreens stores will start with 10 DR Delish products now featured on an end cap display that hit more than 6,000 stores this week. Other DR Delish products will be rotated in or added to shelves in fall.

The initial products consumers will see on the end cap will range from $2.99 to $7.49 and include:

  • Trail Mix Blueberry Pomegranate Crunch
  • Trail Mix Mango Crunch
  • Trail Mix Pistachio Crunch
  • “Broadway” Chocolate Chip Cookie
  • “Broadway” Oatmeal Chocolate Chunk Cookie
  • “Broadway” Chocolate Chip with Pecan Cookie
  • “Broadway” Raisin Oatmeal Cookie
  • Pretzel Rod Tub
  • Gallon Teas – Green Tea with Ginsing + Honey
  • Gallon Teas – Sweet Tea

“These were among the most popular DR Delish products in the New York market, so we’re confident they’ll be a hit with our customers nationwide,” Pugh said. “Our plan is to expand the selection available at Walgreens in the coming months.”

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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.