Rite Aid Corp. is rolling out an expanded lineup for its Thrifty Ice Cream private brand at its California locations.


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Retail News Breaks

Rite Aid expands private-label ice cream line

July 13th, 2011

CAMP HILL, Pa. – Rite Aid Corp. is rolling out an expanded lineup for its Thrifty Ice Cream private brand at its California locations.

The drug store chain said Wednesday that the ice cream line includes new flavors and varieties such as the brand's first nonfat frozen yogurt and take-home pint containers.

According to the retailer, the nonfat frozen yogurt is available at hand-dipped ice cream counters in nearly 500 California Rite Aid stores and comes in vanilla, with more flavors are due out soon.

The take-home pint containers are priced at $2.29 each, less than half the price of many national competitors, and are available in four flavors, with more varieties to come, Rite Aid said. Also available are birthday cake ice cream sandwiches in four flavors, including vanilla wafer.

Overall, the Thrify Ice Cream lineup encompasses about 25 flavors, including favorites such as Chocolate Malted Krunch, Butter Pecan, Mint N Chip and Rocky Road.

Each year, the line also offers some limited-edition flavors. In July customers can try the new sherbet-based Apricot and Mango, which will be followed in August by new Key Lime Cheesecake. Rite Aid added that the Circus Cookies pink-and-white-iced feature flavor, introduced on a limited basis in April, is joining the regular flavor lineup in response to popular demand.

"Thrifty Ice Cream has long been a high-quality, affordable ice cream with a loyal fan base with a uniquely Californian history," Ron Simmer, general manager of the Thrifty Ice Cream plant in El Monte, Calif., said in a statement "Rite Aid is proud to unveil the new lineup as the latest in the still-evolving Thrifty tradition."

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