Revamping CVS's In-House Product Lineup with New Namesake Products
CVS Health and The Fresh Market Refresh Their Brands
In the world of retail, change is constant, and two major players, CVS Health and The Fresh Market, have recently undergone significant transformations.
CVS Health Embraces a Health-Centric Rebrand
CVS Health, a household name in pharmacy retail, has announced a comprehensive rebranding of its private label products. This move is part of a broader transformation from a pharmacy retailer to a vertically integrated healthcare provider. The rebranding timeline was prominent in early to mid-2025, coinciding with strategic store closures and the introduction of "HealthHUBs" focused on clinical services rather than retail alone.
The private label rebrand ties into CVS’s health-centric mission, moving away from traditional retail offerings towards health and wellness products and services. This includes enhanced pharmacy care, insurance offerings through Aetna, virtual care, and primary care at new HealthHUB locations.
CVS places a strong emphasis on mission-centered messaging and bold choices to build consumer trust. Their PR campaigns focus on transparency and value, aiming to redefine customer trust and demonstrate healthcare leadership beyond just selling products.
The Fresh Market's Refresh for Relevance
The Fresh Market, a speciality food retailer, has also undergone a refresh to regain relevance with its guests. The company aimed to redesign 700 items in one year for its product packaging, offering more personality and a less serious tone compared to the previous design.
The new coffee cup design features a fully illustrated cup with the company's logo, while the product packaging design offers a more engaging experience for customers. The CEO of The Fresh Market approved the new coffee cup design quickly, citing that it made him smile.
Other Retailers Following Suit
Other retailers are also making moves to refresh their private label offerings. Sheetz has launched new vodka sodas under its private brand, The Well Market line, which is exceeding expectations according to Mike Wier, VP of store brands at CVS Health. Casey's, a convenience store chain, began a private label retooling effort in 2020, recognizing the need to build out its own-brand assortment.
Sam's Club is sharpening its focus on private label ingredients within its Members Mark line, while the Food Lion grocery store is growing its private label frozen pizza line. Gopuff has launched a gummy line with Tom Brady, available exclusively on the quick-commerce platform.
The Velocity Conference + Expo
The Velocity Conference + Expo, held in May in Charlotte, N.C., showcased the growth of private label across various retail channels. The conference highlighted the potential for private label products to drive sales and customer loyalty, as well as the importance of quality and transparency in these offerings.
The Fresh Market's Struggles and Successes
The Fresh Market's refresh was prompted by a loss of relevance with its guests. However, the new packaging design has been well-received, and the company is seeing improvements in sales and customer engagement.
Casey's Private Label Evolution
Casey's, a convenience store chain, began a private label retooling effort in 2020, recognizing the need to build out its own-brand assortment. The aim was to evolve its brand, become more contemporary, and make its private label assortment relevant for the next 50 years. The initial 300 products performed well but then stagnated, leading to a reevaluation of the strategy.
In conclusion, retailers are increasingly focusing on their private label offerings to drive sales, customer loyalty, and relevance. CVS Health, The Fresh Market, Sheetz, Casey's, Sam's Club, Food Lion, and Gopuff are all making moves to refresh their private label products, with a focus on quality, transparency, and customer engagement. The Velocity Conference + Expo highlighted the potential for private label products to drive sales and customer loyalty, as well as the importance of quality and transparency in these offerings.
- In light of its rebranding, CVS Health is shifting its private label offerings towards health and wellness products, aiming to provide enhanced pharmacy care, insurance, virtual care, and primary care services.
- The Fresh Market, seeking relevance, is revamping its center store products, replacing 700 items with more engaging, less serious packaging designs to captivate its customers better.
