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CAMP HILL, Pa. — Rite Aid Corp. has added a new line of private brand products to its baby care offering.
Called Tugaboos, the line initially includes diapers and training pants. Going forward, Rite Aid expects to add more items, including creams, lotions and wipes.
Marketers point out that the products, which are being offered in Rite Aid stores from coast to coast, compare in quality to the national brands, but they carry lower price points.
They say the new baby care line is part of Rite Aid’s plan to revamp its entire private brand program, which will include a new look and new brands, as well as additional offerings that will address the needs of value-driven consumers.
A Rite Aid spokesman explains that Tugaboos is employing new diaper design technology to ensure additional absorbency and protection from leakages and also offers customers a money-back satisfaction guarantee.
The line includes jumbo and overnight diapers and trainers. All of the products are hypoallergenic, he says.
To familiarize shoppers with the new line, the drug chain is offering informational videos about Tugaboos premium diapers and Tugaboos training pants on “Video Values,” a section of the Rite Aid web site that is devoted to online savings programs.
