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Will the white packaging of Walgreens' new “Nice!” private label cause it to get lost in the sea of white-clad private label offerings hitting retailers shelves in recent months? The
“Nice features a bold, clean design that is easily recognizable,” says Robert Elfinger, a spokesman for Walgreens.
The Nice! line includes more than 400 grocery and household products. The brand rollout is scheduled to be finished by early 2012. Nice! will mean the eventual phasing out of long-time Walgreens’ private labels like W, Cafe W and Deerfield Farms, among others.