CAMP HILL, Pa. — Rite Aid Corp. has launched the latest phase of its revamped private label program with the debut of Simplify, a store brand aimed at price-sensitive shoppers.

The initial products in the line consist of two-ply paper towels and one- and two-ply bath tissue as well as strawberry- and berry-flavored drinks and bottled water.

More household items, including food storage and trash bags, soda and snacks, will are due later this year.

Simplify is part of Rite Aid’s new private brand platform. Other labels include Rite Aid Pharmacy for health products; Renewal for beauty care; Pantry for food and certain consumables; Home for household goods; and Tugaboos for baby care, which debuted in late May.

“This brand architecture, combined with strong promotional support, good price positioning and continued development of new items, will help us grow private brand sales and meet the needs of today’s consumer,” said president and chief executive officer John Standley during Rite Aid’s recent first quarter conference call. “We converted 60 new items during the [first] quarter and expect to have close to 1,000 items converted by the end of the year.”

Standley noted that the chain increased its private label penetration to 15.4% of sales from 14.9% in the prior-year quarter.