New OTC health product line begins rolling out to stores

NEW YORK — CVS Pharmacy has begun rolling out a CVS Health-labeled line of over-the-counter health products that will replace its current OTC store brand.

The drug chain said Wednesday that the more than 2,500 health and wellness products hitting stores nationwide span 19 categories, including allergy, cough/cold/flu remedies, digestive health, first aid, vitamins, diet and nutrition, eye care, sun care, nicotine replacement therapy, home diagnostics and women’s wellness, among others.

CVS showcased the new products, which it described as a “flagship line,” at an event on Wednesday in Manhattan. The company said that using the CVS Health name for its store-brand OTC products better reflects CVS Pharmacy’s standing as a retail health care destination.

“The new CVS Health brand further aligns our assortment of high-quality, exclusive products to our company’s health care heritage and purpose of helping people on their path to better health,” said Cia Tucci, vice president of store brands and quality assurance for CVS Pharmacy. “Under the CVS Health brand name, we will continue to create innovative health and wellness products not already available in the marketplace as well as continue to always find ways we can improve our tried-and-true products to better suit the needs and lifestyle of our customers.”

Prices for CVS Health-branded products, which CVS said are exclusive to its stores and CVS.com, range from 20% to 40% less than comparable brands. The store-brand products compare in quality to their national-brand counterparts and carry a 100% money-back guarantee, the company said.

For example, new CVS Health-labeled products include store-brand versions of Flonase nasal spray, Extra Strength Tylenol caplets, Motrin IB coated tablets, Prilosec OTC capsules, vitafusion Prenatal Gummy Vitamins, Aspercreme arthritis hand cream, and Zyrtec and Allegra allergy tablets.

CVS noted that the store-brand relaunch marks the next step in the retailer’s front-end strategy, which has included expanded healthier food options, notably hundreds of fresh and refrigerated items, plus an enhanced beauty department presentation.

The move, too, builds on CVS’ efforts to enhance its lineup of store brands and exclusive brands, which include the Gold Emblem and Gold Emblem abound snack and grocery lines along with the Nuance Salma Hayek, Skin+Pharmacy, Makeup Academy and Beauty 360 beauty care and cosmetics brands.