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Rexall Rolls Out New Private Label

January 25, 2013
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Canadian pharmacy Rexall on Friday unveiled its new flagship private label line called Be.better, with more than 100 products in the line.

The company said in a news release that the line would include food and nonfood items, with healthier snack options, eco-friendly cleaning products, gluten-free vitamins, and salon quality hair care products.

“Our customers have told us they are looking for more options to make it easier to take those small steps toward living better in every area of their lives,” Rexall Pharma Plus CEO Frank Scorpiniti said in the release. “Our new Be.better line provides Canadians with the tools they need to feel good about their choices.”

Be.better products are clearly identified by checkmarks on the front of their packages. Products will be available at Rexall’s more than 300 corporate Rexall and Rexall Pharma Plus stores beginning today.

The company said vitamins in the line are naturally derived with no synthetic active ingredients. Household products are free of artificial dyes and fragrances. Beauty products are enriched with natural ingredients and are paraben-free. And snack products are high in fiber, low in sodium or sodium-free, or are gluten-free. 

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