Private Label Buyer

CVS Officially Announces Gold Emblem Re-Launch

February 22, 2013

Drugstore retailer CVS officially announced on Thursday the re-launch and redesign of its private label food line, Gold Emblem. The announcement comes more than seven weeks after PLBuyer’s article: Exclusive: CVS Breaks Down New Private Label Plans. For a closer look at the redesign, pick up a copy of PLB’s March issue where Editor Chris Freeman talks to CVS and breaks down its new private label plans on page 34.

According to the official press release, the popular line, which includes 250 snacks, dessert items, beverages and groceries, has undergone a vast array of changes to offer customers more options, even better taste and a contemporary new look.

Introduced in 1995, Gold Emblem was one of the first private brand food lines created by a major drugstore chain. Since that initial launch, the line has delivered great taste, uncompromising quality and unparalleled value for consumers and today is the number one brand in cookies, candy and nuts sold at CVS/pharmacy. Updates to the newly re-launched line include a contemporary identity and package re-design that embodies the commitment to meeting a very high taste standard, as well as a refined taste-test approval process used to evaluate every item that is branded with the Gold Emblem name.

“At CVS/pharmacy, we are committed to providing our customers with high-quality store brand product lines at a great value. With this in mind, we have reintroduced our Gold Emblem brand with enhanced ingredients, new recipes and an updated design and packaging,” said Judy Sansone, Senior Vice President of Merchandising for CVS/pharmacy. “As part of our ongoing effort to exceed our customers’ expectations, we have also incorporated an in-depth taste-testing process for each item within the Gold Emblem line.”

All of the new Gold Emblem items are held to a set of new ingredient guidelines and each product is evaluated using a rigorous process that includes both an in-house taste panel and an external third-party panel of professional taste-testers to provide specific feedback on each item. Gold Emblem is also committed to helping shoppers make well-informed choices that help them achieve their own personal health goals with enhanced packaging that incorporates key nutritional information on the front of each item.

CVS/pharmacy stands behind the quality of all products included in any of its exclusive lines, including Gold Emblem, and offers a 100 percent money-back guarantee to ensure customer satisfaction. Now available at more than 7,400 locations, customers will have the luxury of picking up high-quality snacks just by stopping into their neighborhood CVS/pharmacy. Shoppers can also find the new and improved Gold Emblem products online on