Abound Fits Right into CVS' New Labeling Program

CVS/pharmacy launched a line of "healthier snacks" under its Gold Emblem private-label brand last month in tandem with a new food labeling program.The Gold Emblem Abound snack line comprises 41 SKUs free of artificial flavorings and preservatives including rice crisps, popcorn and trail mix. Prices range from $2.19 to $10.99. Launched June 30, the line will continue rolling out to stores through summer.Bright green packaging makes the products easily identifiable on shelves and an endcap, while dark green copy helps give the products a natural look. The packaging also prominently calls out nutritional benefits such as “cholesterol free” and “good source of fiber.”A dedicated microsite on cvs.com presents the line’s attributes and a $1 coupon (via Coupson.com). It also showcases six animated promotional videos, half of which have ad extenders that link back to the microsite. (See below.)The “Featured” tab on cvs.com’s home page also spotlighted Abound, as did various display ads around the site that broke on June 30, according to digital ad tracking service OASIS. Those ads and others contained in June 25 and July 7 emails also linked to the microsite. Meanwhile, a half-page feature in the July 5 circular encouraged consumers to “Make Life Tasty." Endcaps began rolling out later in the month.In social media activity, CVS gave away five branded tote bags filled with six Abound SKUs to consumers who responded to health-themed questions during a July 14 “Twitter chat.” That same day, Facebook fans who explained what they look for in a healthy snack were entered into a sweepstakes awarding a “basket of goodies.”Meanwhile, the new “Fit Choices” labeling program helps identify Abound products at-shelf. The program was initiated to “take the guesswork out of finding healthier options,” according to promotional materials.Qualifying national-brand and private-label products earn a color-coded shelf tag identifying them as “Heart Healthy,” “Sugar Free,” “Gluten Free” or “Organic.” Products that fit multiple labels only get one tag; CVS is working with the manufacturers to determine which is most appropriate.Aisle violators tout the program in stores. A July 11 Twitter update supported.

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