Walgreens relaunches Nice!

DEERFIELD, Ill. — Walgreens recently re-launched its Nice! own brand proposition with fresh packaging and a new campaign touting the private label food line with a focus on "great taste from the source." Emphasizing on whole ingredients, the rebranded line adheres to the clean label trend by weeding out trans fats, artificial sweeteners and artificial coloring and incorporating non-GMO, gluten-free and certified organic ingredients.

The new Nice! line, with 1,000 SKUs across 25 categories, has been organized into three tiers: Everyday, Premium and Organic.

"The packaging is fantastic," Alex Gourlay, Walgreens Boots Alliance co-COO, recently told investors. "It is doing really well early on, and that's a roll-in, roll-out. So again, we will continue to improve the quality of our products and the quality of our value and improve the convenience as part of that model."

Walgreens' Nice! proposition was first introduced onto shelves in 2012, replacing a number of Walgreens house brands including Cafe W, Deerfield Farms and W,  and included more than 400 high-quality grocery and household products.