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Healthy eating cues abound on new CVS brand packaging

CVS’ new Gold Emblem Abound brand uses packaging graphics that call out health benefits and focus on ingredients and taste to make it easier for consumers to eat healthy.

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CVS/pharmacy has a long history of developing private-label brands that offer consumers alternatives to national brands, fill a gap in existing product offerings, or meet evolving consumer needs and wants through innovative products. The retail pharmacy chain currently produces 12 distinct store brands that address areas including home care, with its Total Home line; cosmetics, with Makeup Academy; home office and school supplies, under the Caliber brand; and pet care, with Pet Central, to name a few.

In June 2014, the company launched a new line, Gold Emblem Abound, as a sub-brand of its existing Gold Emblem line of food and beverage items. The new brand builds on the Gold Emblem reputation of taste, quality, and convenience, but focuses on healthy alternatives.

“Our research showed that a healthy diet means something different for each person,” says George Coleman, Vice President of Merchandising, Store Brands and Quality Assurance for CVS/pharmacy. “Under Gold Emblem Abound, we developed an assortment of delicious snacks that offer a range of nutritional benefits that allow customers to choose the snacks that best suit their individual needs.”

As it has with all of its store brands, Coleman says CVS/pharmacy took great care with the design of the packaging for the Gold Emblem Abound line to make it easily recognizable on-shelf and establish consumers’ trust in the products.

“Our goals in designing packaging for each individual line or product may vary, but with all, we keep in mind that we want the products to stand out and immediately capture the attention of our shoppers while underscoring the quality and innovation of the products themselves,” says Coleman. “We hold ourselves to high standards, and wherever possible, we incorporate innovations right into the product packaging.”

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