CVS extends private brand

Date : 19 June 2013
US pharmacy chain CVS has announced new additions to its recently revamped Gold Emblem private brand.

Celebrate exception in everyday food

The new additions to the brand include the launch of Private Emblem Select which includes a selection of products that use premium ingredients, distinctive flavours and artisanal techniques to ‘celebrate the exception in everyday food, beverage and snack products’.

The launch of the Gold Emblem Select brand is marked by its new range of premium ground coffees sourced globally from 100% Arabica raw coffee beans. Coffee beans are skilfully blended and roasted to bring out unique flavours in light, medium and dark roasts.

New products have also been added to the existing core Gold Emblem range including Gold emblem snack bars, dark chocolate covered real fruit, mixed nuts, sparkling fruit burst water, tea and caramel crunch. Nearly all of the items are under $5 and customers are encouraged to use their ExtraCare card to buy Gold Emblem products to receive personalized rewards and savings.

Offer of Quality and Value

CVS intends for the Gold Emblem brand to offer customers great taste, excellent quality and good value products. Each product undergoes a rigorous taste testing by professional external taste-testers as well as an in-house panel. They also want to help shoppers make informed choices by featuring front of pack nutrition information.

CVS stand behind the quality of all products in their premium lines, offering 100% money-back guarantee to ensure customer satisfaction. The range can be found both in-store and online at

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