CVS Launches Gold Emblem Abound

CVS ABOUND FRONT Woonsocket Rhode Island based drugstore CVS has slowly begun to release a new extension of its foos Private Brands Gold Emblem. The new sub brand dubbed “Gold Emblem Abound” falls clearly in line with the recent trends for “Better for You” Private Brands such as “Simply Balanced” at Target and “Well for Life from Raleys.

Gold Emblem Abound launches with a line of healthier snacks including wholesome snack bars, trail mixes, rice chips and more at a price point ranging from $2.19 to $10.99.

cvs abound groupGold Emblem Abound products are free from artificial preservatives and flavors and contain no trans fats as well as a variety of nutritional benefits including products, which may be cholesterol free and gluten free.

The packaging design clearly plays off of the Gold Emblem master brand architecture while evolving to evoke “healthier, natural” with the green and linen color cues and texture, hand drawn almost scribbled typography and photography of whole foods or ingredients. Not to mention language like “hearty, nourishing and wholesome” that evokes the lifestyle the brand is clearly targeted to:

CVS Abound bar“At Gold Emblem Abound, we believe a healthy life should be a tasty life. That’s why we carefully source nutritious ingredients that satisfy your cravings, but never give up great taste. We make choosing nourishing snacks simple. Because with us wholesome choices abound.”



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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.