Be.better With New Rexall Private Brand

Rexall be better 1On Friday Mississauga, Ontatrrio based Rexall unveiled its new flagship private brand, Be.better. The line of more than 100 products is available exclusively at the more than 300 corporate Rexall and Rexall Pharma Plus stores. The colorful modern design and evocative name should stand out on shelf and is a refreshing break from the glut of generic white and Great/Guaranteed/Everyday/Essential/Value labels that have dominated Private Brand design over the last few years

Each of the products in the line was carefully selected and is designed to help Canadians live, feel and be better. The extensive line includes healthier snack options, environmentally-friendly cleaning products, gluten-free vitamins, vegetarian probiotics and even salon-quality hair care products with natural oils such as Oblipicha, Argan Oil or Macadamia Nut.

“Our customers have told us they are looking for more options to make it easier to take those small steps towards living better, in every area of their lives,” said Frank Scorpiniti, CEO, Rexall Pharma Plus. “Our new Be.better line provides Canadians with the tools they need to feel good about their choices. We are excited to introduce Canadians to our exclusive line with more to come.”

The key features and benefits of every Be.better product are clearly identified by the checkmarks found on the front of the package, making it easier than ever for customers to make better choices.

Each Be.better product has been crafted to help Canadians live better, knowing that they are healthier for you and your family, or friendly to our planet:

  • Be.better vitamins are naturally derived with no synthetic active ingredients. They’re free of artificial colouring and dyes and are 100 per cent gluten-free.
  • Be.better household products are free of artificial dyes and fragrances, SLS/SLES (sodium lauryl sulfate/sodium laureth sulfate) and are paraben-free. They have no toxic ingredients and, unlike other household products, list all ingredients on their labels for easy review.
  • Be.better beauty products are enriched with natural ingredients and are paraben-free. All Be.better hair care products are also free of SLS/SLES.
  • Be.better snack products include items that are: high in fibre, low in sodium or sodium-free, or gluten-free.

To celebrate the launch of Be.better, Rexall will begin a four-week promotion on January 25, 2013, including special introductory prices.

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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.