CVS Rebranding Its in-house Product Lineup
CVS Health and The Fresh Market Revamp Their Private Label Products, While Casey's Focuses on Brand Evolution
In the ever-evolving world of retail, several major players are making significant changes to their private label product lines. CVS Health, The Fresh Market, and Casey's are among those rolling out refreshed offerings, each with a unique approach.
CVS Health's Quality-Focused Approach
CVS Health is planning to rebrand its private label products, with a focus on maintaining high quality. The company is currently refreshing its entire CVS brand portfolio, which includes approximately 3,000 items. While there has been no explicit announcement about a full rebranding of CVS' private label line or a major brand overhaul, the latest update indicates that CVS continues to emphasize the quality and testing of its private label products [1][3].
The Fresh Market's Emotional Refresh
The Fresh Market, a specialty grocery store chain, is aiming to redesign 700 items in one year, moving away from a strategy of consistency across the store and instead focusing on personality and individuality. This refresh includes a new product assortment, with new additions like breakfast items, in-store roasting of coffee beans, and menu staples such as pizza, ribs, salmon, and pulled pork. The newly designed product packaging for The Fresh Market's own brands offers more personality, with examples like the fully illustrated coffee cup featuring The Fresh Market logo [2].
Casey's Embracing Contemporary Relevance
Casey's, a convenience store chain, began a private label retooling effort in 2020 to build out its own-brand assortment. The company enlisted Marketing By Design (MBD) to lead a product packaging redesign that included focus groups and an analysis of the C-store chain's product assortment. The aim was to evolve the brand, become a more contemporary version of itself, and make the private label assortment relevant for its shoppers for the next 50 years [4].
The redesign of Casey's product packaging aimed to downplay the extensive use of red and introduce different colors to make individual items stand out on the shelf. The Chief Executive of The Fresh Market approved the new coffee cup design, citing it as the one that made him smile, providing the emotional response the company was looking for [5].
At the Velocity Conference + Expo held in Charlotte, N.C. in May, retailers discussed their efforts to modernize their private brands. Maria Dubuc, president of Boston-based MBD, noted that Casey's private brand's voice was defined through interviews with various employees, from CEO to store managers [6].
In summary, while CVS Health highlights quality in its private label product messaging and is undergoing corporate restructuring that might influence future branding strategies, no recent explicit communication about a comprehensive rebrand of CVS private label products has been found as of August 2025. The Fresh Market and Casey's, on the other hand, are actively working on refreshing their private label product lines to regain relevance and create brands that customers would believe in and love.
References:
- CVS Health Announces Plans to Spin Off Insurance Business
- The Fresh Market Unveils Refreshed Product Assortment and Packaging
- CVS Health Reports Strong Sales Growth in Retail Pharmacy and Consumer Wellness Segments
- Retailers Discuss Private Brand Modernization at Velocity Conference + Expo
- Casey's Private Label Rebrand: A Focus on Contemporary Relevance
- The Voice of Casey's Private Brand Defined Through Employee Interviews
- In the retail industry,CVS Health is focusing on enhancing the quality of its private label products, as it rebrands its CVS brand portfolio, which consists of around 3,000 items, while not explicitly announcing a comprehensive rebrand of its private label line or a major brand overhaul.
- Meanwhile, Casey's convenience store chain, in an attempt to become more contemporary for its customers, is undergoing a private label retooling, with a product packaging redesign led by Marketing By Design, focusing on different colors to make individual items stand out on the shelf.
