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CVS Pharmacy unveils store-brand additions in grocery, health and beauty

The rollout of more than 150 new items includes fair-trade coffee, popular supplements and 'good-for-you' men's skin care—with eco-friendly packaging.

Russell Redman

May 27, 2021

4 Min Read
CVS Pharmacy unveils store-brand additions in grocery, health and beauty
CVS Pharmacy

Following up a consumables expansion last month, CVS Pharmacy plans to roll out more than 150 new store-brand products in grocery, health and wellness, and beauty care.

Woonsocket, Rhode Island-based CVS announced Wednesday that the launches include new offerings in its Gold Emblem and Gold Emblem Abound food brands—extensions of the Live Better by CVS Health brand—and the debut of Goodline Grooming Co., an exclusive men's skin and grooming care brand. Also new are more convenient packaging forms, multipacks, resealable bags and value sizes.

In grocery, the latest products under the Gold Emblem and Gold Emblem Abound brands include more than 50 new flavor combinations, as well as the new Gold Emblem Fair Trade Certified coffee. CVS said the Fair Trade Certified coffee line—launched amid rising popularity of at-home coffee—offers nine new SKUs, including various blends and roasts (Donut Shop, French Vanilla, French Roast and Colombian) and new pack sizes. The company also noted that CVS is the first drugstore to offer 100% Fair Trade Certified products in its store brand.

Other new Gold Emblem and Gold Emblem Abound items include Organic Roasted Nuts, Extreme Carolina Reaper Puffs, Chili Lime Beef Jerky, value-sized Omega Trail Mix in a resealable pouch, Electrolyte Max oral hydration beverage in Cherry Pomegranate and Berry Frost flavors, and boxed water in BPA-free recyclable packaging.

CVS Pharmacy unveils store-brand additions in grocery, health and beauty

Health and wellness additions

Rolling out in health and wellness are more than 80 new store-brand products, including additions with innovative formulas and formats. Expansions from Live Better by CVS Health include Immunity Defense with Mushrooms, Stress Relief Formula with Ashwagandha and Rhodiola, and new apple cider vinegar products featuring echinacea, elderberry and blueberry for easy sipping, the retailer said.

New offerings also include CVS Health vitamins and supplements, such as Collagen with Vitamin C, Zinc Gummies for immune support, Brain Support supplements and Turmeric Complex.

All products from the line come in packaging that's at least 80% recyclable. A range of new feminine solutions from the CVS Health brand includes options made from 100% organic cotton, CVS said.

"We've been listening to and working with our customers to engage and meet their needs in ways others haven't. Millions of people are entering our stores, opening our app and visiting CVS.com daily for prescriptions, essentials or health care services like tests and vaccinations, and we want them to feel supported in meeting their everyday needs," Brenda Lord, vice president of store brands at CVS Health, said in a statement. "We've seen that younger and health-minded consumers are responding positively to our exclusive offerings, noticing the purpose, passion, quality and value across our store brands portfolio."

In line with those trends, CVS has launched the Goodline Grooming Co. men's care brand at its stores. Developed in tandem with feedback from a men's consumer panel, the line includes skin care, beard care, grooming tools and razors. All Goodline products are made from simple, "good for you" ingredients such as vitamin C and aloe vera; are phthalate- and paraben-free; and are not tested on animals, the retailer said.

Shoppers also will find dozens of new at-home beauty and personal care items—such as skin, hair and nail care from GSQ by Glamsquad and pop•arazzi—plus "expertly developed" formulas and elevated designs in new products, such as dry shampoo/conditioner, a T-bar facial massager and nail products that are vegan, cruelty-free and free from harmful chemicals.

In recent years, CVS has been working to enhance its product mix, led by new store-brand offerings, to energize front-end sales. In 2020, the company reported front-store sales of $19.66 billion, up 1.2% from $19.42 billion in 2019. Same-store sales in the front end inched up 0.9% year over year for 2020, down from a 1.1% gain in 2019.

Most recently, CVS launched expanded selections of more than 100 frozen foods, with a focus on meal solutions, plus over 140 better-for-you snacks. The bigger frozen assortment includes brands such as Beyond Meat, Bird's Eye, Ore-Ida and Amy's Kitchen.

Overall, CVS Pharmacy operates nearly 10,000 locations, including more than 1,700 pharmacies inside Target and Schnuck Markets stores.

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This piece originally appeared on Supermarket News, a New Hope Network sister website. Visit the site for more grocery trends and insights

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