Rite Aid launches private-label brand

CAMP HILL, Pa. Rite Aid on Wednesday launched its new private label, called Simplify, as part of the company’s plan to revamp its entire private-brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Simplify products in stores now include two-ply paper towels, one- and two-ply bath tissue, strawberry- and berry-flavored drinks, and bottled water. Additional household items, food storage bags and trash bags, soda and snack foods are scheduled to be added to the Simplify line later this year.

“Customers continue to look for the best price for the items they need, and that’s exactly what they are getting with Simplify, our first-ever value line,” stated Kathy Horton, senior drector of Rite Aid brands. “Our new price fighter private brand offers customers quality products at prices they’ll love."

Shoppers can watch short informational videos about Simplify paper towels and bath tissue on Rite Aid's Video Values online savings program site at RiteAid.com. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid bonus coupon when they earn 20 video credits.