Canada's Rexall drug chain has rolled out a new flagship private brand called Be.better.

Rexall, Rexall Pharma Plus, Be.better, private brand, Frank Scorpiniti, private label, drug chain, Canada, pharmacy retailer

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Rexall unveils 'Be.better' private label

January 24th, 2013

MISSISSAUGA, Ontario – Canada's Rexall drug chain has rolled out a new flagship private brand called Be.better.

The pharmacy retailer said Thursday that the line of more than 100 products — focused on wellness and "green" living — is available exclusively at the more than 300 corporate Rexall and Rexall Pharma Plus stores.

Be.better offerings include healthier snack options, environmentally friendly cleaning products and gluten-free vitamins as well as vegetarian probiotics, and salon-quality hair care products with natural oils such as oblipicha, argan oil and macadamia nut.

For the launch of the Be.better private label, Rexall said it plans to kick off a four-week promotion on Jan. 25 that will feature special introductory prices.

"Our customers have told us they are looking for more options to make it easier to take those small steps towards living better, in every area of their lives," Rexall Pharma Plus chief executive officer Frank Scorpiniti said in a statement. "Our new Be.better line provides Canadians with the tools they need to feel good about their choices. We are excited to introduce Canadians to our exclusive line with more to come."

Rexall noted that each Be.better product is designed to help Canadians live, feel and be better. The key features and benefits of Be.better products are identified by check marks on the front of the packages, making it easier for customers to make better choices, according to the retailer.

Be.better vitamins, for example, are naturally derived, have no synthetic active ingredients, and are free of artificial coloring and dyes. They're also gluten-free. The Be.better household products are free of artificial dyes and fragrances, sodium lauryl sulfate/sodium laureth sulfate (SLS/SLES) and parabens. They have no toxic ingredients and, unlike other household products, list all ingredients on their labels for easy review, the company said

In addition, Be.better beauty products are enriched with natural ingredients and are paraben-free, all Be.better hair care products are free of SLS/SLES. Be.better snacks include items that are high in fiber or are low in sodium, sodium-free or gluten-free.

Overall, Rexall Pharma Plus has 426 pharmacies across Canada.

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