The Nice!® line of products, a Walgreens-owned brand, strives to make you think twice.
“We loved the play on words in the name because customers can think, ‘Wow, that’s a nice product,’ and also, ‘Wow, that’s a nice price,’” says Courtney Shields, director of owned brands at Walgreens.
Since its launch in 2011, the brand has been providing award-winning food and beverage products for Walgreens customers at a lower cost than comparable national brand items. New for 2024, Nice! is debuting updated package designs as well as a new tier aptly called Nice! For You™, which allows customers to find food choices that help support their journey to a healthier lifestyle.
Nice! For You products lead with quality ingredients
“Customers are paying more attention to holistic wellness and what they put into their bodies—they’re educated and selective about ingredients in the items they choose now,” says Shields. “That’s why Nice! For You products do not contain artificial flavors, artificial sweeteners, synthetic dyes or high-fructose corn syrup.”
To help shoppers easily find these options on the shelves, their packaging features the Nice! For You logo and neutral backgrounds with subtle color cues. The ingredient details are clearly labelled on the package, and many of the Nice! For You products have additional benefits such as being non-GMO, organic, gluten-free or high in fiber, which is visible on the package if applicable.
“Every person is unique, which means their dietary needs are unique,” Shields says. “Our intent was to
make sure customers feel informed about what’s in the products to help them feel good about what they buy.”
Flavors and foods that surprise and delight
Both the Nice! brand products and Nice! For You products emphasize flavor as a differentiator for consumers.
“We’ll always try to add in an innovative and unique flavor if possible, something with a twist that you might not expect to find at a retail pharmacy,” says Shields.
Between consumer research from our insights team and input from industry supplier partners, Walgreens is able to stay on top of what customers are seeking, according to Shields.
“Take a flavor like dill pickle, for example,” Shields explains. “We took a product that shoppers have already been enjoying, the Nice! Whole Cashews, and launched a new dill pickle-flavored cashew. It’s really resonating with our customers already.”
Other standout flavors include Korean Style BBQ Snack Mix, Siracha Ranch Whole Cashews and Wasabi Soy Snack Mix.
On the sweet side, Nice! scored a trending hit this year with its Gummy Mango peelable candy and is building on that success with companion flavors Gummy Burst Pineapple candy and Gummy Banana peelable candy. Rounding out the unusual and unforgettable treats for any occasion are Australian Licorice in black or red and Sprinkle Mini Cones in vanilla or chocolate.
Standing by our commitment to satisfaction
Beyond the Nice! logo, there’s another consistent presence on all Nice! and Nice! For You packaging: the 100% satisfaction guarantee seal.
“We really want to encourage our customers to try any product, especially a new snack or flavor, and make it a risk-free endeavor,” says Shields. “The guarantee means if they don’t enjoy it, they can return it and get a refund, no problem.”
It’s because of the robust quality team behind all Nice! products—and all Walgreens-owned brands—that it can make that guarantee. From quality standards that require regular compliance audits to robust third-party product testing, Shields explains that they know they can feel good about the product quality they’re putting out.
They even do regular, random product sampling themselves at the Walgreens HQ in Deerfield, Illinois.
“We have a product evaluation center in our office where we will take products bought right from our shelves and we will actually sample it, test it, cut it, feel it, touch it, evaluate it, to be confident in the quality,” says Shields.
At the heart of it all is making customers happy.
“I love to hear people say things like, ‘I only buy my trail mix or potato chips from the Nice! brand at Walgreens because the quality is excellent and so is the price,’” says Shields. “My goal is to put out items that we can truly be famous for and that will have a strong following.”
Courtney’s Picks
Nice! Potato Chips
“A staple for me is our Nice! brand range of potato chips. We’ve got regular, wavy and flavored, all at the everyday low price of $1.99, which is an amazing value compared to the national brand. If I ever need a snack at home or something to bring to a party, these are easy to grab and are great quality. We get amazing reviews online for these, too, so I’m not alone in loving these.”
Nice! For You Cold Pressed Juices
“Right now, I am obsessed with the new Nice! For You Cold Pressed Juices. There’s a red juice and a green juice with fantastic ingredients like carrots and kale. Both are organic and taste great.”
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Nice! For You Cold Pressed Juice – Red Boost
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