DEERFIELD, Ill. — Drug Store News reports that Walgreens recently relaunched its Nice! brand proposition with new packaging and a new campaign touting the private-label food line’s focus on "great taste from the source."

New marketing and packaging emphasizes products as having whole ingredients, no trans fats, artificial sweeteners or artificial coloring, and incorporating non-GMO, gluten-free and certified organic ingredients. The new Nice! line, with 1,000 SKUs across 25 categories, has been organized into three tiers: Everyday, Premium and Organic.

"The packaging is fantastic," Alex Gourlay, Walgreens Boots Alliance co-COO, recently told investors. "It is doing really well early on, and that's a roll-in, roll-out. So again, we will continue to improve the quality of our products and the quality of our value and improve the convenience as part of that model."

The news source notes that Walgreens' Nice! brand was first launched in 2012, replacing a number of the chain’s private label lines including Cafe W, Deerfield Farms and W, and included more than 400 grocery and household products.