Industry News / Retailer News / Drug / Channels / News

Exclusive: Walgreens ‘Very, Very Proud’ Of New Private Label

May 22, 2012
/ Print / Reprints /
/ Text Size+

Deerfield, Ill.-based Walgreens is touting the launch of its Well at Walgreens private label line as the centerpiece of its private brand strategy, a program launched about three years ago.


Moe Alkemade, Walgreens’ vice president of retail brands and global sourcing, told PLBuyer that the company was pleased with the final results of the line, which will cover all Walgreens brand health and wellness products. He said the retailer’s work with its suppliers and its customers made all the difference.


“We have put a tremendous amount of energy and resources behind the quality and the integrity of our product,” he said. “So the way it starts for us is we create our own specs. We have a full system where we determine exactly what the product should be, whether that’s tied into the national brand or whether it’s something we’re creating uniquely, we have our own specs. We then bid those specs or talk to our vendors about the specs that we want and we hold them accountable based on our specs.


“We then test, and we have a very robust organization around product integrity, so we do manufacturing audits, we do food safety audits when it’s necessary, we do product audits on a regular basis. And now we test those against our specs. In the past you would test products based on the national brand, which is good, but it’s not as good as being prescriptive in the way we do it.”

That process has left Walgreens able to confidently begin the rollout of products under the new label.

“We are very, very proud of that,” Alkemade said of the process. “We hold ourselves, we hold our vendors at very, very high standards that say if you want to supply us, you have to meet the minimum standards that we come up with.

“I can absolutely stand behind every single item that we put on the shelf knowing the rigor we put into the vendor relationship, the testing, and then the relationship with the actual branding and packaging and the integrity behind that. This is definitely moving to a best in class, and we’re very, very proud of it.”

For more on Walgreens’ strategy, and a look at the state of private label programs at chain drugstores today, see the June issue of PLBuyer, available to subscribers beginning June 4.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Chris Freeman

You must login or register in order to post a comment.



Image Galleries

November 2014 New Food Products

This month's new food products are Flours, crepes, lollipops, several candy items, pancakes, dip, fish, raisins, pizza, almond milk, peanut butter, and a breakfast bowl.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB November 2014 cover

November 2014

The November 2014 issue of Private Label Buyer - its last issue - includes articles about the retailer as manufacturer and OTC/healthcare items, as well as category insights on pizza and household goods. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace