CVS Pharmacy’s Live Better expands offerings

CVS Pharmacy is adding more than 80 products across nine categories under its Live Better by CVS Health brand. Along with the increased variety, the company said it is pledging to make the expanded health-and-wellness brand’s packaging at least 80% recyclable.

CVS said that the expansion is aimed at offering its shoppers on-trend products with a competitive price to make sought-after items accessible.

“We are committed to creating quality, innovative and industry-leading products that empower our customers to make self-care a part of their everyday health,” said Brenda Lord, CVS Health vice president of store brands. “Holistic wellness is a personal journey. With the unveiling of so many new Live Better product offerings, customers have access to high-quality ingredients that reflect the latest wellness trends, at a good value.” 

The new products will include such popular and emerging ingredients as elderberry, ashwagandha, turmeric, kelp, maca, ginseng and charcoal. Many of the offerings are non-GMO Project-verified, USDA Certified Organic, cruelty-free or vegan. The brand's packaging — and the company’s website — will feature backstories about how the products are sourced and manufactured sustainably.

Among the items with notable backstories is the Live Better by CVS Health Wild-Caught Fish Oil, which is sourced from Alaskan walleyed pollock caught wild by fisheries certified by the Marine Stewardship Council. The store brand’s bamboo toothbrush is made from Moso bamboo, which is not part of a panda’s diet, to ensure food supplies aren’t taken from wild animals. Also on the supplement side, the store brand’s MCT oil contains ingredients from raw material suppliers certified by the Roundtable on Sustainable Palm Oil. Additionally, the Live Better by CVS Health Baby Cheek balms are manufactured in the United States using sustainable power, including from wind and solar sources.

All of the Live Better by CVS Health vitamins and supplements have met the retailer’s “Tested to Be Trusted” standards, meaning they have been third-party tested to confirm the accuracy of dietary ingredients listed on the supplement facts panel, as well as to certify that the products are free of certain additives and ingredients. The store brand also is innovating in delivery methods, with some vitamins and supplements offered in concentrate drops, drink packets, loose packets and gummies.

CVS Pharmacy isn’t only building out the Live Better by CVS Health brand. The company also is adding 30 better-for-you choices to its Gold Emblem and Gold Emblem Abound snack and grocery lines, adding exotic flavors, indulgent ingredients and unique product forms. Some new additions include chili lime dried mango, probiotic apricots, plantain chips, sesame tahini cashews and spreadable honey.