Miami, Fla.-based Navarro Discount Pharmacy’s launch of its new Hispanic private brand, Vida Mia (My Life), should reinforce the chains’ overall brand image because the line fits perfectly with the character of the well-known discount pharmacy, Dr. Felipe Korzenny, founder and director with the Center for Hispanic Marketing Communications at Florida State University, Tallahassee, tells PLBuyer’s eReport.

“It reflects Hispanic ownership and authenticity by being consistently Hispanic and not just a tactic to attempt to appeal to Hispanics,” he says. “It is likely that Vida Mia will claim loyalty because of the Latino context in which it is based.”

The line will include six product categories – OTC, household, beauty, food, body and baby – and will be available in Navarro stores by mid-summer. The retailer will also offer the line as a license program to other retailers across the country that have a strong Hispanic customer base.