Rite Aid Introduces Simplify, Its New Price Fighter Private Brand

Informational Videos and Coupons Available on Video Values Site at www.riteaid.com

CAMP HILL, Pa.--(BUSINESS WIRE)--Rite Aid is introducing Simplify, the company’s new price fighter private brand at all Rite Aid stores nationwide.

“Customers continue to look for the best price for the items they need, and that’s exactly what they are getting with Simplify, our first-ever value line”

The Simplify line is part of Rite Aid's plan to revamp its entire private brand program with a new look, new brands and additional offerings to meet the needs of today’s value-driven consumer.

Products in the Simplify brand that are in the stores now include two-ply paper towels and one- and two-ply bath tissue; strawberry and berry flavored drinks and bottled water. Additional household items, food storage bags and trash bags, as well as soda and snack foods are scheduled to be added to the Simplify line later this year.

“Customers continue to look for the best price for the items they need, and that’s exactly what they are getting with Simplify, our first-ever value line,” said Kathy Horton, Rite Aid Senior Director of Rite Aid Brands. “Our new price fighter private brand offers customers quality products at prices they’ll love."

Value shoppers can watch short informational videos about Simplify paper towels and bath tissue on Rite Aid's Video Values online savings program site at www.riteaid.com, earning $1 off coupons. Videos on the site can be viewed by brand, category or manufacturer. Customers also receive a $5 Rite Aid Bonus Coupon when they earn 20 video credits. Some videos are worth multiple credits.

Rite Aid (NYSE: RAD) is one of the nation’s leading drugstore chains with nearly 4,800 stores in 31 states and the District of Columbia with fiscal 2010 annual revenues of $25.7 billion. For more information about Rite Aid, including corporate background and press releases, visit Rite Aid’s website at www.riteaid.com.