CVS aims at BFY snackers with Well Market line

The retailer’s line aims at health-conscious consumers with better-for-you products.

With consumers increasingly interested in treating their bodies better, producers and retailers across the U.S. are looking to deliver with products aligning with their interest in living healthy lifestyles. Retail giant CVS has been fueling that desire by offering a combination of better-for-you brands as well as their own private-label items in the BFY space, including a range of snack products. To learn more, we connected with Lori Charron, product development manager for consumables at CVS.

Jenni Spinner: Could you please share a little bit about CVS’s track record with offering BFY snacks? One of my favorite things about the locations I visit, at least, is the nice offering of healthful choices along with the little indulgences, as well what I call the Snack Rack in the front, which is all BFY goodies.

Lori Charron: At CVS Pharmacy, we’re always keeping the health of consumers top of mind in everything we do, so we’re thrilled to hear that you enjoy the balance of BFY snacks at our locations! We work hard to ensure that BFY options aren’t just available, but truly accessible and appealing to all, which is why we brought our existing Gold Emblem, Gold Emblem abound, and Big Chill products under the Well Market umbrella to better help customers meet their individual wellness goals.

Everyone deserves to find something delicious that aligns with their lifestyle, and we’ve built our product assortment with inclusivity in mind. Whether you're grabbing a quick bite or stocking up on your favorites, our goal is to make wellness choices easy, enjoyable and always within reach.

JS: Then, please tell us about the Well Market line—the conversations leading up to the creation and launch of the products a year ago, and what that original lineup looked like.

LC: When we launched Well Market last May, our mission was to offer crave-worthy and convenient options with unexpected benefits that cater to diverse lifestyles across snack, beverage, and pantry staples. We also wanted to make this line more inclusive by addressing a wide range of dietary preferences, including vegan and gluten-free choices. And with our packaging, we wanted to make it really easy for customers to be able to identify which products align with these dietary preferences.

Flavor innovation is at the forefront of Well Market, with options ranging from bold and spicy to sweet and savory—from Jalapeño Roasted Pistachios to Probiotic Boosted Peanut Butter and Caramel Popcorn—we are catering to diverse taste preferences.

The first wave of 250+ products, including fan favorites such as Ghee and Pink Salt Popcorn, Rustic Sea Salt Plantain Chips, and Dill Pickle Flavor-Infused Sprouted Almonds, were crafted through deep trend research and over 100 hours of blind product sampling, and we’re continuing to expand the line based on evolving insights and consumer feedback.

JS: How did consumers respond to the items—were there any items in that first round that resonated with folks more than others?

LC: Since launch, we’ve received overwhelmingly positive feedback about the Well Market line, with many praising its innovative flavors and range of nutritional options.

At our launch event, several registered dietitians were in attendance and expressed genuine enthusiasm for our offerings, highlighting fiber content, like our Gluten-Free Everything Bagel Pita Chips and Protein Boosted Dark Chocolate Covered Almonds.

Over a year later, the excitement hasn’t slowed down. We continue to hear glowing feedback from those who recognize the line as a crave-worthy option that can be a part of a balanced lifestyle. Our line of popcorn has even become a best-seller at CVS, which has been exciting to see!

JS: Can you tell us anything about your private-label production partners? You may not be able to name names, but anything you could share about the strategies and standards CVS has in selecting food manufacturers would be lovely.

LC: We value our partners that help us bring Well Market products to stores across the country. Our production partners go through rigorous quality assurance testing to ensure label claims and nutrition facts are accurate and substantiated, and we test the shelf life of all products to ensure the products on our shelves are fresh through the date stamped on them.

JS: Then, CVS just unveiled a big expansion of the Well Market line—could you please tell us about the new snack and candy items, and how that fits in with your strategies involving BFY foods?

LC: The Well Market line is made up of snacks, beverages, and grocery items that reflect our commitment to BFY innovation. We’ve introduced an exciting lineup of bold flavors, whether it’s a sweet treat with a twist or a savory snack with a surprising kick. Each product in the line has been crafted to bring joy and satisfaction that consumers can feel good about.

Some of our new offerings include Cinnamon Apple Flavored Snack Straws, Gluten-Free Everything Bagel Pretzel Twists, and Freeze Dried Raspberry-Infused Apples, ensuring there's truly something for everyone. By combining crave-worthy ingredients with unexpected benefits with innovative flavors, the Well Market snacks create an exceptional eating experience that brings joy to every bite.

We also listen to our customers! We have a dedicated team that responds to customer concerns and analyzes ratings and reviews to ensure our innovation meets the expectations and palates of our consumers. And when there is an opportunity to improve flavor or add in a wellness benefit, we take that very seriously.

JS: What’s next for CVS’s offerings—anything you want to tell us about further evolution of your Well Market goodies, products from other brands, or anything else would be great.

LC: We’re excited about what’s ahead for our Well Market line of snacks, beverages, and grocery items. This summer, we’re rolling out a major expansion in our grocery selection, bringing in a wider range of high-quality everyday essentials, like coffee, pre-made meals, and olive oil.

Additionally, looking ahead to fall, we’re turning up the flavor with additional meat-based snack offerings. These new bold, protein-packed options will be perfect for on-the-go fuel, or a savory treat any time of the day. It’s all part of our continued commitment to evolving with our customers’ tastes and delivering delicious options year-round. Stay tuned – there’s a lot more to enjoy coming soon!

JS: Do you have a favorite among the Well Market items?

LC: As a total breakfast person, I’ve been really into the Protein-Boosted Dark Chocolate Granola. It’s perfect for kickstarting my mornings with a little extra protein and a lot of chocolatey flavor.

But when it comes to snack time, I’ve got to say I’m loving the new S’mores Trail Mix Bites we just launched. They're definitely my current go-to, with nostalgic campfire flavors that curb my sweet cravings!

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Jenni Spinner is the chief editor of Snack Food and Wholesale Bakery with more than 25 years of experience in business-to-business communications. She has written extensively about food production, safety and packaging; pharmaceutical drug development; concrete and masonry construction; and more. She holds a Bachelor’s in Communications from the University of Illinois. Jenni can be reached at spinnerj@bnpmedia.com.