Duane Reade rolls out DR Delish product line

NEW YORK Duane Reade’s new private-label offering, dubbed DR Delish, is one more indicator that the Manhattan-based retailer is forging ahead with its turnaround plans and taking steps to further meet the shopping needs of New Yorkers.

DR Delish debuted with an array of new products including all-natural and gluten-free trail mixes, vitamin-enhanced teas without artificial colors or flavors, 100% juices, all-natural baked potato crisps with zero cholesterol, and soy snacks made without trans fats. In all, 25 new products debuted and are now available at all 252 Duane Reade stores in metropolitan New York.

The retailer will launch additional products in time for the 2009 holiday season, and by the end of 2009 more than 100 products will be available under the DR Delish brand. Upcoming products will include Organic Lemonade, Belgian Chunk & Chip Cookies, Soy Crisp Caramel Chips and a variety of 100% Arabica coffee blends.

This announcement is one component of Duane Reade’s transformation under the watch of chairman and CEO John Lederer, who took the helm in April 2008. As part of the ongoing makeover, management is revamping the in-store shopping experience and recently launched new branding and advertising campaigns, as previously reported by Drug Store News.

In light of the wobbly economy and a desire to attract shoppers with exclusive offerings, retailers have been increasingly pushing their private label initiatives and Duane Reade is no exception. In the most recent quarterly conference call in July, Lederer said the company had introduced a number of exclusive front-end products that are driving category performance and, over the next few months, it would introduce 1,200 to 1,400 new private label products, including an apt. 5 reconfiguration in beauty.