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 OTC - January/February 2008  |
Relief Made Rite
When it comes to providing up-to-date store brand cold and flu medicines, Rite Aid delivers. Sniffles, runny nose, watering eyes. It’s wintertime and judging from drugstores’ OTC aisles, they are prepared to fight the inevitable cold and flu and even allergies. Most drugstores stock an abundance of cold and flu medicines, with many containing new and improved ingredients. Among the major drug retailers, Rite Aid’s selection was the most impressive. A large number of Rite Aid’s cold and flu medicines as well as its allergy medicines have been reformulated to compete better with national brands, and, of course, to offer its customers the best possible product. Adding to the appeal of Rite Aid’s OTC private label, the packaging design of the products has been updated–the boxes bear a small Rite Aid logo against a background of different shades of blue and red. Fierce Formulas An important product for the winter, or anytime, is a dietary supplement which is intended to help boost the immune system. Rite Aid offers the supplement under its store brand Handborn & Airborn Germ Defense. Rite Aid’s PL can be compared to national brand Airborne, manufactured by Knight-McDowell Labs. Rite Aid’s supplement, like Airborne, is available in both a PM and AM version. The PM supplement is specially formulated to boost the immune system while sleeping, and is available in an apple cider flavor, which can be served hot. The regular Germ Defense comes in flavors such as orange and lemon-lime. Rite Aid is also up to speed with its cold and allergy medicines. Among others, shoppers can find store brand multi-symptom cold medicines for daytime and nighttime. The ‘cool blast’ flavored pseudoephedrine-free caplets (as now required by law in otc formulations) come in two different color caplets enabling the consumer to easily identify which tablet to take during the day, and which for the night. Both pills are intended to be a pain reliever, fever reducer, nasal decongestant and cough suppressant. However, only the nighttime pills contain an antihistamine. There is a call-out on the front of the box informing the consumer that the formula is new, and contains two separate medicines. Adding to the assortment of pseudoephedrine-free medicines currently on shelves, shoppers can find Rite Aid’s Acta•Tabs PE cold & allergy relief. Just one tablet dose contains both nasal decongestant and antihistamine. Rite Aid informs consumers through a call-out in a yellow ribbon on the top of the box that the product has a new formula. Rite Aid’s private label Melteez, Loratadine, provides 24-hour allergy relief in a formula that can be taken anywhere at anytime–orally disintegrating tablets! Rite Aid places a picture of the Melteez tablet and the steps of disintegration in the left hand corner. A call-out above the picture boasts, “No water needed, melts in your mouth.” The fact that the tablets melt is a strong selling point because many people are unable to swallow pills. Additionally, the medicine can be taken on the go because no water is needed. Rite Aid seems to have the “right stuff.” Just a glance at the wide variety of cold, flu and allergy medicines illustrates Rite Aid’s OTC store brand competitiveness. In addition, the bright clean lines of the packaging, along with the call-out signaling that a new formula is used, draw the shopper’s eye to the retailer’s private label, enabling Rite Aid to compete on the level of national brands. Recommended Suppliers
Products described or shown in this article are not necessarily available from these suppliers. For more suppliers see current Private Label Directory & Buyer’s Guide. |
