• July 1, 2010

In an effort to cash in on the private-label boom, Rite Aid says it is introducing Simplify, a new "price fighter" brand, at its stores nationwide.

The Simplify line now includes paper towels and bath tissue; berry-flavored drinks and bottled water. Additional household items, including food storage bags, trash bags, soda and snack foods are set to be introduced later this year.

In a fun twist, the drugstore chain is urging viewers to watch informational videos about the paper towels and toilet paper on its website, and earn $1 off coupons -- those who suffer long enough to earn 20 video credits get a $5 Rite Aid Bonus Coupon.

A new report from IRISymphony Group reports that drug stores are among the fastest-growing channels for private-label sales.