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Rite Aid launches new private-label baby care line

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CAMP HILL, Pa. — Rite Aid plans to roll out a new private-brand line of baby care items called Tugaboos, with the first product — Tugaboos diapers — available now at all of the drug chain’s stores.

The retailer said Thursday that Tugaboos compare in quality to the national brands but are priced much lower. The new baby care line is part of Rite Aid’s plan to revamp its entire private-brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Tugaboos uses new diaper design technology for extra absorbency and leak protection and offers a money-back customer satisfaction guarantee right on the package. Tugaboos includes jumbo and overnight diapers and trainers and are hypoallergenic.

Plans call for Rite Aid to add baby creams, lotions and wipes, among other products, to the Tugaboos line.

The drug store chain said parents and caretakers can watch brief informational videos about Tugaboos Premium Diapers and Tugaboos Training Pants on its Video Values online savings program site at www.riteaid.com, which will enable them to earn $1 off coupons. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid Bonus Coupon when they earn 20 video credits, and some videos are worth multiple credits.


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