Duane Reade chips in to health trend with DR Delish snack line

Duane Reade has joined the ranks of retailers beefing up their private-label consumables lines. The New York-based chain recently unveiled its DR Delish food-and-beverage brand with 25 new products. With the new introduction, the chain will phase out the Fifth Avenue brand it previously used for its private-label consumer packaged goods.

The launch includes four cookie varieties, six varieties of juices and four teas in gallon containers, Trail Mix Crunch and a selection of sweet and savory snacks.

The chain is aggressively marketing its brand’s point of difference. In-store signage will compare Delish products with leading national brands, and the chain’s circulars and Web site will feature the brand.

In developing the line, the chain has tuned in to what consumers want. The Delish launch contains all-natural, gluten-free and 100% vegan trail mixes, vitamin-enhanced teas without artificial colors or flavors, 100% juices, soy snacks without trans fats and baked potato crisps with zero cholesterol.

“We found that our loyal customer base wants tasty, quality food products, so we developed a brand that not only satisfies those wants, but does so in an exciting way that reflects the unique desires of New Yorkers,” said Joe Magnacca, Duane Reade’s chief merchandising officer. Magnacca said the chain expects to expand the brand to 100 products for the holidays.

Introductory pricing is sharp, at $1.99 for a 12-oz. package of cookies and gallon teas for $2.99. Pricing is likely to increase, but the line will continue to have a value focus.