US drugstore operator Walgreens has launched a private-label grocery and household product range called Nice!

The company announced yesterday (18 August) that Nice! will encompass more than 400 products at prices up to 30% below other national brands. The range will “go beyond what might be expected from a drugstore brand” and include products like soups, sauces and bakery lines.

It plans to have most of the range on shelves by early 2012, with the company set to continue expanding the range over the next few years.

Current store brands including Café W, Deerfield Farms and W will be phased out and transitioned to Nice!. Walgreens said the move was part of its strategy to build its private-label business, including consolidation of many of the brands in its existing portfolio.

“Store brands have always been a core part of our business. With more shoppers seeking value in this economy, we’ve been able to attract new customers across every income level to our brands and maintain their loyalty with a focus on quality and assortment,” said Joe Magnacca, Walgreens president of daily living products and solutions. “Now with the launch of Nice!, we are streamlining our offering to make it even easier for customers to identify high quality everyday essentials at a great value.”

The operator said it has seen a “positive consumer response” to the more than 20 products already on shelves in many stores.

The company said the move will allow it to focus its investments in Nice! through product development, marketing and merchandising. An integrated marketing campaign will build on the brand’s message around quality and savings as well as the wide variety of everyday essentials under the label accessible from Walgreens stores. The company is planning to launch a national marketing campaign next year to drive awareness and generate trial.