Mississauga, Ontario-based Rexall said it unveiled Be.better, its new flagship private brand. The line of more than 100 products is available exclusively at the 300+ corporate Rexall and Rexall Pharma Plus stores in Canada.

Each of the products in the line was carefully selected and is designed to help Canadians live, feel and be better, Rexall stated. The extensive line includes better-for-you snack options, environmentally friendly cleaning products, gluten-free vitamins, vegetarian probiotics and salon-quality hair-care products with natural oils such as oblipicha, argan oil or macadamia nut oil.

“Our customers have told us they are looking for more options to make it easier to take those small steps towards living better in every area of their lives,” said Frank Scorpiniti, CEO, Rexall Pharma Plus. “Our new Be.better line provides Canadians with the tools they need to feel good about their choices. We are excited to introduce Canadians to our exclusive line, with more to come.”

The key features and benefits of every Be.better product are clearly identified by the check marks found on the front of packaging, making it easier than ever for customers to make better choices, Rexall noted. Each Be.better product has been crafted to help Canadians live better, knowing that they are better for consumers and their family, or eco-friendly, Rexall explained. For example:

• Be.better vitamins are naturally derived, with no synthetic active ingredients. They’re free of artificial coloring and dyes, and are 100 percent gluten-free.
   
• Be.better household products are free of artificial dyes and fragrances, sodium lauryl sulfate (SLS), sodium laureth sulfate (SLES) and parabens. They have no toxic ingredients and, unlike other household products, list all ingredients on their labels for easy review.
   
• Be.better beauty care products are enriched with natural ingredients and are paraben-free. All Be.better hair-care products are free of SLS/SLES.
   
• Be.better snacks include items that are high in fiber, low in or free from sodium, or gluten-free.

To celebrate the launch of Be.better, Rexall said it began a four-week promotion on Jan. 25 that includes special introductory prices.