Rite Aid Introduces Thrifty Greek-style Nonfat Frozen Yogurts

Californians can now pick up Rite Aid’s award-winning Private Brand Thrifty Ice Cream in six new flavors including two Greek-style nonfat frozen yogurts. Thrifty is one of the first ice cream brands to convert the trendy Greek-style yogurt into a sweeter, frozen variety.

As a beloved Californian brand, Thrifty Ice Cream has been winning gold medals at the Los Angeles county fair every year since 1952. All Thrifty Ice Cream is made with Real California Milk, and many of the ice cream recipes have remained the same for 50 years. The Thrifty Ice Cream tradition began in 1940, when the first production plant opened in Hollywood, Calif. In 1976, the plant relocated to El Monte, Calif., where it remains.



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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.