MISSISSAUGA, Ontario — Rexall has launched Be.better, a new flagship private brand with products focused on well-being and “green” living.

The line has more than 100 items, including healthier snack options, environmentally friendly cleaning products, gluten-free vitamins, vegetarian probiotics, and salon-quality hair care products with natural oils such as oblipicha, argan oil and macadamia nut.

Rolled out in late January, the Be.better products are available at the 300-plus corporate Rexall and Rexall Pharma Plus stores. As part of the launch, the Canadian drug chain is running a four-week promotion with special introductory prices.

The key features and benefits of each Be.better product are identified by check marks on the front of the packages, giving shoppers information to make better choices, Rexall noted.

“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,” stated Frank Scorpiniti, chief executive officer of Rexall Pharma Plus. “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.”

Be.better vitamins are naturally derived, gluten-free and have no synthetic active ingredients, artificial coloring or dyes. Be.better household products have no artificial dyes or fragrances, sodium lauryl sulfate/sodium laureth sulfate (SLS/SLES), parabens or toxic ingredients. All ingredients are listed on the labels for easy review.

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