Duane Reade this week is launching its own food and beverage brand, dubbed DR Delish. The New York-based drug store chain’s 25 original products include trail mixes, vitamin-enhanced teas, 100 percent juices, potato crisps, brownies, cookies and multigrain snacks.

The above list represents only a quarter of the items the company plans to launch by the end of the year. Lemonade, coffee blends and soy crisps are also on deck to bow before 2010.

“Our research shows strong prospects for our exciting new DR Delish products, as there is a significant demand amongst New Yorkers for nutritious, delicious and high-quality snack and beverage options, said Joe Magnacca, chief merchandising officer for Duane Reade. “And, with 256 stores representing the largest drug store retail presence in the New York metro market, we make it easier for New Yorkers to snack smarter and save.”

Duane Reade’s DR Delish is being launched at a time when private label grocery products are gaining in market share. Nielsen research, as previously reported by Progressive Grocer, found that private label dollar sales grew by 7.4 percent year-over-year during the 52-week period ending July 11, 2009. Progressive Grocer is owned by The Nielsen Company.

The new food offerings are among the many changes to increase convenience and customer satisfaction driven by new CEO John Lederer since he took over in April 2008. Along with DR Delish, the store has also added HP Photo Center solutions, and is in the process of revamping store spaces to provide wider aisles and better lighting.

For a Q&A on the reasons for Duane Reade’s image makeover, visit http://www.brandweek.com/bw/content_display/news-and-features/retail-restaurants/e3ie41d1967dbc1d096728d11815b7d7bb0.